Wen | Zhang Shule (Columnist of People's Daily And People's Post and Telegraph, Observer of Internet and Game Industry)
The rut leaves, which means that iQiyi is really going to do "Netflix".
Following the biggest layoffs in history not long ago, iQiyi's management is also facing personnel shocks.
On January 6, 2022, Che Che, vice president of iQIYI and head of YOH Studio, announced his departure from iQIYI in a post in the circle of friends: "New dreams will begin, does not mean that those time of perseverance will be forgotten, five years is very long, worth remembering for a lifetime, grateful for all." After the news was announced, it immediately triggered a heated discussion on the Internet.
On the evening of the same day, Che Che added on his personal Weibo, "In 2022, I did start some new business of my own, about the trend OF IP, about the exploration of content diversification. However, iQiyi's key programs are still in charge as a producer. "New Rap 2022 All-Star Season", I called so many big coffee to compete, I left it alone, it is impossible. ”
What needs to be known is that the general director behind the 2017 explosive "China Has Hip Hop" is Che Che himself.
Since then, he has become a vice president and has produced series such as "China Has Hip Hop", "Blood Street Dance Troupe", "China New Rap", "I Am a Singer-Songwriter" and "Trend Partner".
What does it mean to leave a rut?
In this regard, Xu Meijuan, a reporter of The Times Weekly, and Shen Sihan, a reporter of the "Business School" magazine, had an exchange with Shule respectively, and the poor Dao thought:
After the variety show is restricted, the necessity of Che Che, which is based on iQiyi with variety shows, has been weakened, and the choice to leave in a sense also has the meaning of advancing and retreating with the previous layoff rumors.
For iQiyi, the shift in playing style of long videos has become inevitable.
Netflix uses self-made super blockbuster web dramas to drive membership growth, revenue increases, and a certain water level of membership fees.
This style of play gives iQiyi, which is frustrated in many fields and under the tightening of supervision, a main direction to attack: more self-made explosive models and cultural and creative derivative chains, such as "Wind Rise Luoyang" and the offline Wind Rise Luoyang Real Scene Cultural Tourism Project.
Layoffs to membership price increases, in today's Che Che's departure, iQiyi can only bet on "Netflix" in the future.
From competing with short videos for pan-entertainment and not jumping out, and deeply cultivating in the real advantages of long video platforms such as online dramas and network universities, can there be a possibility of profitability.