The Beijing 2022 Winter Olympics has just come to an end, the outstanding performance of the athletes is unforgettable, and the selfless dedication of all walks of life will jointly present an unparalleled Winter Olympic Games to the world. In the author's opinion, although China Mobile is not the only official communication service partner of this Winter Olympic Games like China Unicom, it has exploded into the circle with the outstanding performance of its Migu sports live broadcasting business, accumulated market favorability, laid a mass foundation for the future in-depth development, and can be called the biggest winner among the operators of this Olympic Games.
Migu video enjoys the traffic of the Winter Olympics
In addition to CCTV, the Chinese mainland of the Winter Olympic Games, migu, Tencent, Kuaishou, Beijing Winter Olympics documentary channel, Shanghai five-star sports channel and Guangdong sports channel are authorized. Aside from satellite TV channels, only CCTV and Migu Video can broadcast Olympic events live on mobile. In the Internet platform: Tencent and Kuaishou can only conduct live broadcasts.
In addition to the advantage of copyright, what makes Migu video popular on the whole network is the bloody commentary of former Olympic champion Wang Meng. The dual identity of athletes + coaches makes Wang Meng's explanation both popular and professional, and whenever there is an unexpected situation such as a foul in the field, he can always quickly clarify the clue, and the prediction results given in advance are often consistent with the final judgment of the referee. The cheerful and generous spirit temperament and the humorous golden sentences of the ball cannon have been fermented by the Internet and countless circles of fans, helping Migu to complete the phenomenon-level traffic harvesting. Some netizens even shouted out: Look at Wang Meng, shang migu! Partner Huang Jianxiang also said that the explanation was too wonderful, and Wang Meng was "welded" on the commentary table.
Since the explosion of Wang Meng's short-track speed skating commentary on February 5, Migu's download volume has skyrocketed, and the number of ios list downloads has soared from more than 80,000 in a single day to 330,000 times, surpassing WeChat and second only to Central Video. In the short term, Migu Video's daily active users have also achieved nearly 10-fold growth. It also indirectly benefited the parent company China Mobile, which not only did not break after the expiration of the A-share "green shoe" mechanism, but closed up 7.4%. The Douyin account "Migu Sports" has a daily increase of 110,000+ fans, and the communication index ranks second in the Douyin list.
Migu video of the post-Olympic embarrassment
In July 2021, during the Tokyo Olympic Games, with the advantage of live broadcast rights, the number of downloads of migu video APP reached 439941 times in a single day, which was 20 times higher than the usual 20,000 to 30,000 downloads. In the same month, Migu Video had 36 million monthly active users, an increase of 14.5% month-on-month. After the End of the Olympics, only 25 million were left, a sharp drop of 32.28%.
As of February 17, the competition in the short track speed skating event has ended, and the heat of the "traffic code" Wang Meng has gradually cooled. Near the end of the event, the statistics in the Migu video APP also show that the trend of reading and discussing The Olympic content has dropped off a cliff, and it is expected that the Winter Olympics will return to normal after the complete end of the Olympic Games.
This is not a phenomenon unique to Migu Video, other video platforms have had similar embarrassments in sports events. Without the exclusive rights to sports events, it is impossible to guarantee the influx of absolute traffic, but sports events are cyclical, and the flow of flat periods will inevitably recede. But more importantly, it is difficult to make a profit, and it is difficult to break evenly by advertising, membership fees and other means of traffic monetization.
Looking at the domestic video platform, LeTV Sports lost 1.3 billion yuan a year, which ended dismal. Later, Suning's PP Sports spent 250 million yuan to sign the Bundesliga copyright for 5 seasons, and finally fell into the quagmire of the capital chain. Even if Tencent Sports has a large number of basic users, it is also assigned to the Tencent Video team due to difficulties in breaking even. Baidu's iQiyi has been losing money for 11 consecutive years, and its market value has plummeted by 110 billion yuan, triggering a sharp layoff only last year.
Although Migu Video is backed by China Mobile, which is "not bad for money", it can continue to support Migu to continuously win the World Cup, Olympic Games, European Championships, CBA and other top event resources since 2018. However, as long as Migu Video does not solve the problem of lack of video content, the small number of self-made dramas, variety shows, and solo dramas, it always wants to rely on sports resources to dominate the curve, which is not a long-term solution after all.
Similar to Migu video, Migu Music has a similar problem.
The righteous spirit of Migu Music
In March 2018, Tencent Music and NetEase Cloud Music filed a lawsuit against Bo Gonggong over the copyright issue of Jay Chou's music, which made Migu Music accidentally catch fire. The predecessor of Migu Music is China Mobile Wireless Music Base built in Chengdu in 2006, which owns the operating rights of Jay Chou Music as early as the CRBT era, and Migu Music rightfully inherited this "legacy" after its establishment. That is to say, Migu was the only music platform that could use Jay Chou's copyright in addition to Tencent at that time, not only with high sound quality, free to listen to, but also downloadable, countless natural circle fans, helping Migu Music accumulate a number of word-of-mouth users.
From the perspective of 2022, Migu Music has achieved a breakthrough with Jay Chou, but Jay Chou alone cannot expand the results. On December 31, 2020, China Mobile Migu Music announced that the number of its client users has officially exceeded the 100 million mark recently, and the scale of all-scenario users has reached 200 million. However, Tencent Music exceeded 800 million MAU in 2018, NetEase Cloud Music's MAU in 2021 was 150 million, and Migu Music in the same period was only 21.17 million, with a significant gap.
Compared with the boring numbers, the story behind Migu Music and Jay Chou is more worthy of attention. In the first decade of the 21st century, Copyright protection on the Internet was still in its infancy, with free listening, downloading, and using music rampant, although everyone knew that it was wrong to protect copyright. But only China Mobile spent real money and silver to buy the rights of Jay Chou and other singers, and at the time it was ridiculed as "people have a lot of money". If compared with the high signing fee paid by Tencent exclusively jay Chou later, China Mobile not only made a lot of money in investment, but also won in word of mouth.
Only by keeping right can we innovate, Migu Music has actively cultivated domestic singers in recent years, tapped potential newcomers in campus music and other channels, and believes that in the future, there will be powerful new stars in the Chinese music scene from Migu to create miracles for Migu music.
The "Migu Universe" rooted in Chinese culture
In 2013, China Mobile obtained the "Radio and Television Program Production and Operation License" issued by the State Administration of Radio and Television, and established Migu Culture technology co., Ltd. the following year, which has 5 subsidiaries of Migu Music, Migu Video, Migu Digital Media, Migu Interactive Entertainment and Migu Animation, respectively, involved in 5 main fields of music, video, reading, games and animation. It is worth mentioning that the 5 subsidiaries were formerly known as China Mobile in the 3G era and deployed different business bases throughout the country for business development. In addition, Migu has also branched out in more subdivisions, establishing Migu Coffee, Migu Cinema, Migu Good Running, Migu Circle, etc., with more than 7,100 industrial partners.
No matter how complex the business is, it is not difficult to find that the entire "Migu Universe" is rooted in Chinese culture, and the propaganda and output are cultural and creative products with a strong domestic style. Taking the Migu circle as an example, with "Huafu culture" as the core, it is committed to providing Hanfu enthusiasts with a full-scene, one-stop service platform of "watching, learning, gathering, shopping, traveling, and shooting", focusing on providing Hanfu-related service solutions for Hanfu enthusiasts.
In the process of increasingly powerful countries and the great rejuvenation of the Chinese nation, cultural self-confidence is increasingly mentioned, and Migu conforms to the trend of the times and takes the characteristic development route of Chinese cultural creativity, which still has many difficulties in the short term, but has great potential in the future.
"Migu Universe" intends to fight against the "Tencent Empire"?
From the book, Migu's main music, video, reading, games and animation sectors can be found in Tencent's benchmark business department. While some aspects of music and video can have a certain impact on Tencent, the huge differences in the magnitude of users and the amount of content make the discussion of the threat of competition meaningless. As for the remaining reading, games and animation sectors, Migu is still in its infancy, and more is still producing supporting content to match China Mobile's development strategy, and there is no intersection with Tencent's market-oriented development model.
Migu's development is greatly influenced by China Mobile, and the main task at present is to cooperate with China Mobile's development strategy to serve China Mobile's network TV, set-top box, mobile Migu box, mobile magic box and other terminals, or pre-installed on new energy vehicles as built-in programs.
As for the development of other branches of business, it is more likely that China Mobile, as an operator, is not willing to become a traffic pipeline and infrastructure provider, and sits back and watches as Internet companies make a lot of money with low-cost traffic. I want to touch Tencent across the river, develop Internet business, and create more revenue. Recently, even European operator counterparts have shouted: "Enough! "Legislation at EU level is required to force streaming platforms, including big airliners, OTT providers or hyperscale enterprises, to pay for network investments and construction." It can be seen that the imbalance between investment and income of operators is worldwide.
Migu's development should not imitate other peers, but do what the "rich second generation" should do, enjoy "squandering", to trial and error. In all possible new areas of development, it grows unjustifiably and barbarically. On the other hand, how to guide rich user resources into the "Migu Universe" is also something that the "father and son" seriously think about in addition to spending money. China Mobile has 950 million mobile users and 205 million home users, ranking first in the world. On this basis, we will certainly be able to step on a new path for operators to share the results of "new infrastructure".
End
Author: Wen Shifeng
Editor-in-Charge/Layout: Fan Fan
Review: Shen Qing
Producer: Liu Qicheng
I knew you were "watching"