On the afternoon of October 12, Alibaba Group’s Digital Entertainment Division (hereinafter referred to as “Alibaba Digital Entertainmentâ€) and Youku United jointly held “Unbounded, See Future – Alibaba Family Entertainment Strategy Conference†in Beijing.
Chairman of Alibaba Group Entertainment Industry Development Committee, Chairman and CEO of Group One (Youku Tudou) Co., Ltd., President of Group One (Youku Tudou) and CEO of Alibaba Music Yang Weidong, General Manager of Alibaba Group Digital Entertainment Division and Heyi Group (Youku Tudou) Senior Vice President Li Jie and Alibaba's Digital Entertainment Management Team formally announced that Youbu-focused Alibaba multi-screen strategy will be upgraded, and proposed the vision of Alibaba Family Entertainment Strategy - Building a Chinese-speaking Chinese-speaking area Family entertainment content first ecology."
Including the representatives of the licensees, high-level hardware manufacturers, representatives of content partners, commercial advertisers, representatives of application partners, representatives of game cooperation companies, and other upstream and downstream partners of Alibaba family entertainment content attended the conference.
Build a multi-screen interactive entertainment ecosystem with video as the core
From 1925, when the world’s first TV was introduced, TV has always been the center of home entertainment through black and white, color, high-definition, and 3D generations. Nowadays, with the development of new technologies, new terminals, and new content, the living room, a traditional leisure scene, is being redefined by the Internet. Video, games, shopping, social networking, payment, etc. With this possibility, the home entertainment market has thus become a new battleground for tech giants to compete for hegemony.
With the growth and development of the global digital home entertainment industry, it is expected that by 2018, the number of global Internet TV devices will reach 760 million units. In China, by 2020, the overall market size of the living room economy (including hardware) will reach 630 billion yuan.
In the business map of Alibaba Group, the “Happy Forum†represented by “Cultural Entertainment†is one of the important strategic directions in the future. Therefore, Alibaba has carried out a series of layouts in this area in the past few years. Among them, the Digital Entertainment Division with its large-screen business as its core was established in 2014. Through the collaboration of domestic and foreign brand manufacturers, service providers, and content providers, a family entertainment ecosystem based on hardware, systems, content, and software has been formed. In the year, it established an industry leading advantage in the field of home entertainment in China.
Earlier in Ali's first fiscal quarter 2017 financial report, the first single listing of digital media and entertainment business has attracted much attention. At the beginning of April 2016, with the completion of the wholly-owned acquisition of Heyi Group and the synergies brought about by a series of integrations, Alibaba achieved a quarterly income of 3.135 billion yuan in digital media and entertainment business in the first quarter, which was 812 million yuan more than the same period in 2015. It rose by 286%.
Gu Yongzheng said: "After moving from PCs and mobile Internet users to home users, video has a wider range of user attributes, a clearer user experience, stronger social attributes, and higher commercial value. The importance of large screens has grown stronger. No matter from the perspective of content, users or cash, the ecological environment of culture and entertainment and the ecosystem of e-commerce all have a good combination of points and create greater value.The comprehensive linkage and opening up of the ecological environment of Ali, combined with the eco-industry cooperation, will accelerate the Video is the growth and upgrade of the business center of culture and entertainment."
Yang Weidong shared his hope for the future home entertainment market centered on the living room screen. He believes that the core of the living room economy is content consumption, and the core of the content is video. In the past three years, Youku and Alibaba have had their own exploration in the field of home entertainment, and have achieved certain results. "After the establishment of Alibaba Group, we will continue to increase our investment in the living room as a big battlefield, building a multi-screen interactive and entertaining ecosystem driven by big data. This entertainment ecosystem is centered on Youku, achieving multi-terminal, cross-border and Open up and down," said Yang Weidong.
As the specific implementer of the Alibaba family entertainment strategy, Alibaba Digital Entertainment and Youku will collaborate on more business levels, including: 1. Brand Collaboration: Alibaba Digital Entertainment will form a unified digital entertainment brand and achieve synergy in brand presentation. To better serve home entertainment; 2, content synergy: Youku has a vast amount of copyright, self-produced video content, including drama, variety, animation, new media, etc., these contents and new sources of continuous content will cover the number of Ali entertainment Screen copyright, a powerful content source will give users a better living room entertainment experience; 3, data collaboration: through the user's account association, we will open up the user in a multi-terminal interactive viewing experience. Through big data and cloud computing, understand each user's entertainment habits and content preferences, personalized, customized entertainment services and content push for users; 4, member collaboration: For the core member groups, Youku and Ali number of entertainment The membership system has also been synchronized and opened. Large screen members also enjoy the rights of Youku Gold members. 5. Commercial liquidation collaboration: Based on the above four synergies, the advertising, membership, interactive e-commerce, content promotion, and full data chain are formed. The industry has also formed a multi-currency liquidity capability for content purchases, user fees, and merchandise consumption under the Youku and Ali number entertainment living room strategy.
Strengthen content advantages Build a multi-form product matrix
For how to define "the first ecology of family entertainment content in the Chinese-speaking Chinese region", Li Jie said that users, duration and brand are three important indicators to measure this vision. At the press conference, he focused on the core advantages, commercial value of Alibaba family entertainment strategy in terms of users, content, products, and big data, and how he plans to reach out to broader home users through content and products.
Up to now, Alibaba has more than 20 million active users on home entertainment days, with an average daily video playback of 240 million users and an average daily online time of nearly 3.9 hours. Through the use of behavior tracking by users, combined with big data analysis, Alibaba realized the recommendation of refined services and personalized content for large-screen users, and also built a closed loop of marketing based on Alibaba Ecology for the brand.
Li Jie believes that with the continuous improvement of the importance of content, in the past people chose television to pay more attention to the hardware brand, and in the future they will also consider the hardware brand and content service brand. Therefore, Alibaba will focus on users and continue to strengthen its content advantages and product advantages.
In terms of content, Alibaba has created the industry's most extensive large-screen library, accumulating over 1,076 million episodes of films, television dramas, variety shows, anime, and new media. The conference demonstrated the latest super content resources of Alibaba Digital Entertainment + Youku.com, including Youku 2016Q4+2017Q1 video head content, comprehensive leading children's content, global, Sony, search, CJ, CCTV children's big screen exclusive content. At the same time, multi-modal content services such as 4K channels, large-screen panoramas, and hot-film previews will bring new ways of content experience.
Among them, Youku content will soon land on Alibaba's entertainment TV screens, including “The Soul Streetâ€, “Looking the Worldâ€, “Military Unionâ€, “The Spring Breeze Is Better Than You,†“The Strange Stars,†“The Wuxing Space,†and “ Search for Qin Ji: 7 dramas and "Where Did Dad Go?", "Mars's Intelligence Bureau 3", "Welcome to Meat and Meat 2" and other popular variety shows. The children's content has aggregated over 3.5 million minutes of global top-level IP content for children, leading the industry in terms of quantity and quality. The partners include Disney, Nick, Warner, BBC, Hasbro, Sesame Street, Mattel, DHX, Lego Internationally renowned brands also include domestic children's content production agencies such as CCTV Animation, Original Dynamics, Aofei, Huaqiang, etc. Program resources can be combined with the content of sofa housekeepers to further expand the content.
At the same time, Alibaba will continue to develop and introduce new technologies to create more vivid video content and services for large-screen users. The forthcoming 4K channel will provide super-thousand real 4K sources, leading the industry to the ultra-clear media era. The large-screen panoramic channel is also the first of its kind in the industry. It supports panoramic content from hardware to content and takes you to see the world in a different way. Li Jie said that in the future, whether in the acquisition of copyright or the development of content, Alibaba will provide more support for these new video formats.
On the product side, for the first time at the press conference, Alibaba Home Entertainment's terminal product matrix of Youku, Alibaba Digital Entertainment, Huadian, and CIBN license partners was presented. They are the future Smart TV alliances, digital entertainment STB alliances, and HUADU cooperation. The Lynx Box, Little Cool Po for collaboration with CIBN, Little Youku (APP), Youku VR (App) and CIBN Universal Film & TV. Among them, the new small cool treasure is specially designed for children's users of intelligent Internet TV box; 6 new smart TVs released on site by Ali number entertainment and Haier, Konka, Changhong, Sharp, Philips, micro whale cooperation to build; Lynx The box Transformers Limited Edition and Lynx Box 3 are also unveiled at the same time. The excellent configuration of these boxes can be used to maximize the use of sofa tubes in the home.
The conference demonstrated Alibaba’s reserves of new technology for home entertainment, including the smarter desktop, the movie and TV desktop 5.0, and the newly developed TV operating system, YunOS for TV 6.0. In addition, Youku Lili 3D-VR camera has also opened its mystery. Youku Fairy was born for VR live broadcasting and recording. It forms a trinity, end-to-end VR live streaming solution with MagicRealityX interactive broadcast platform and Youku VR (APP).
The construction of a large-screen ecology cannot be separated from the participation and support of partners. Li Jie said that in the family entertainment strategy, Alibaba’s role is to leverage its own advantages in Internet technology, big data, and cloud computing, and to interact with content through close cooperation with HUAQI and CIBN on content. As a force point, for the entire big screen ecology, we are finally working with all partners to jointly bring more innovative, personalized and rich large-screen entertainment experiences to millions of families around the world.
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