Wen | Zhang Shule (Columnist of People's Daily And People's Post and Telegraph, Observer of Internet and Game Industry)
On March 4, 2022, with the Olympic flame once again lit at the main venue of the "Bird's Nest", the Beijing 2022 Winter Paralympic Games officially opened. Looking back at the Beijing Winter Olympics, which has come to an end, who is the Internet "biggest winner" of the Winter Olympic traffic dividend?
The answer may be the Migu video.
During the Beijing Winter Olympics, the download volume of Migu Video once soared to the second place on the Apple Store list, leaving behind the first-line players such as iQiyi, Youku and Tencent Video, which were originally leading the long video track, and in the short term, migu video's daily active users also achieved nearly 10 times growth, becoming the Internet "top stream" APP during the Winter Olympics.
As the official broadcaster of the Beijing Winter Olympic Games, Migu Video has invested heavily in the broadcast of the Winter Olympic Games, and as long as users open the Migu Video APP, almost the main push content is related to the Winter Olympics.
Therefore, it is not surprising that Migu videos can have such a high number of popular downloads during the Winter Olympics.
However, just as the Winter Olympics were drawing to a close, the number of downloads of Migu's videos was falling like a roller coaster.
On February 17, the 13th day of the Winter Olympics, Migu Video had fallen to thirty on the Apple Store free app download list.
Of course, after the opening of the Winter Paralympic Games, Migu video can be energetic for a while.
Then, the past is repeated.
With the help of sports IP such as the Winter Olympics, it is hot, but it will cool down with the end of the event, can such a "traffic password" be maintained?
In this regard, Shen Sihan, a reporter from the "Business School" magazine, had an exchange with Shule, and the poor Dao thought:
This was originally an auxiliary route, but it was turned into the main offensive route by Migu, and if the road was wrong, it was naturally easy to hit the wall everywhere.
There is only one trick, it is difficult to eat all over the world, and it is possible to obtain traffic by purchasing exclusive copyrights, although it is useful in the short term, but it is expensive and has a certain timeliness.
Whether it has a rich content library to retain users, whether it has stable explosive models, especially exclusive original explosions (similar to Netflix's multiple original explosions every year to ensure user payment and stickiness), so that you have the initiative of traffic passwords, rather than relying on the sky to eat, is the real way to survive the current video platform.
In fact, before and after the Tokyo Olympics, Migu had already verified that this road was not working.
Qimai data shows that during the 2021 Tokyo Winter Olympics, the daily download volume of Migu videos soared to 439,900 times, an increase of nearly 20 times.
But after the tokyo Olympics closed, app downloads resumed to the daily level of 20,000-30,000 times.
According to analysys statistics, in July 2021, Migu video monthly active users reached 36 million, an increase of 14.55% month-on-month, and in September after the Olympic Games, Migu video users plummeted by 32.28%, leaving only 25 million.
Soaring to plummeting, all rely on the ip bought to lay the foundation, Migu is losing its own confidence.
According to statistics, at present, Migu's solo movies are only 73 such as "Three Days of Life" and "X-Files", and there are more than 40 TV series such as "Winter Olympic Family" and "Home and Wanshixing", and most of them are non-popular films and televisions.
From this point of view, Migu Video has less copyright content in movies, TV series and variety shows, and also lacks attractive homemade content.
Moreover, this kind of backwardness relative to Youai Tengmang is a round of backwardness step by step, and the more backward it is, the more difficult it is to reverse.
After all, self-made film and television products themselves require a certain amount of time accumulation, whether in terms of people, property and strategic direction can not be achieved overnight.
Mango has accumulated experience backed by Hunan Satellite TV, iQiyi has tried first for many years in network synthesis, network dramas, and network universities, while Migu has lost the opportunity, and it is difficult to reverse in the short term by burning money or content cooperation.
At present, the domestic video platforms, the leading ones are iQiyi, Youku, tencent video (referred to as Aiyouteng), all of which have rich copyright content and hundreds of millions of users.
Compared with such platforms, Migu Video is not very competitive.
With its back to China Mobile, Migu is mixed into what it is now, why?
Foolishly, it is not that there is a lack of empty words such as Internet thinking, but that it is too proud to lightly attack the enemy, and eventually it is defeated.
Migu's biggest problem is that it is backed by China Mobile, resulting in its strong capital and abundant resources brought by the light enemy, mistakenly believing that users can easily obtain as long as the diversion, and the content can be easily obtained and transported to the Internet at a low price just by holding hands with traditional radio and television or music companies.
In the early stage, the capital of the platform far exceeded that of competitors, and the resources that could be borrowed seemed to be within reach due to their own nature, and as a result, they fell behind in the commercialization war and user experience (unique content, network-adaptable content, and application design experience).
What about Migu's future? The answer may be to see if you can cooperate with Mango, or find iQiyi to complement, anyway, only by combining vertical and horizontal, there is a chance, you say!