Jiang Nan, CEO of Duoniu Media: Live broadcasting also has a tall commercial "play"

Duoniu Media CEO Jiang Nan

If the outlet of the Internet in 2016 is what it is, then it must be "live broadcast". As of this year, the number of live broadcasting platforms has reached 200, the industry scale has reached 40 billion, and the scale of platform users has reached 325 million. With the entry of industry giants and the continuous blessing of the capital market, the market size has achieved explosive growth.

But on the other hand, we also see that the profit model of the live broadcasting industry is not yet clear, the main body's revenue is still based on user "tipping", and the business model is still being explored. "Live broadcasting can also have a tall commercial 'game'," Jiang Nan, CEO of Duoniu Media, gave such an answer at the Fourth China Network Audiovisual Conference held in Chengdu recently.

Live broadcasting is the embodiment of "original immortality", and the content will be more valuable

The development of the live broadcast industry collided most directly with the video industry, China really entered the prosperity of the Internet, live broadcast in the way of virus to obtain traffic, self-amusement, entertainment of the public, with super user stickiness and expressiveness, let users directly pay.

"Some people say that originality is dead, but I don't think so." Jiang Nan said straight to the point that looking at the commercial trajectory of traditional video platforms in recent years, large platforms spend billion and two billion yuan every year to buy copyrights, and the self-production of content has been in line with the model of TV stations. As we all know, at present, major video platforms have rushed into the self-made content sector to fight. Sohu Video, iQiyi and other dry platforms have spared no expense to create self-made content and cultivate high-quality IP.

And live broadcasting has been lurking in the video industry, its forward route is very similar to the video industry, the reason why it embarked on the road of live broadcasting, part of the platform is because it does not have the ability to participate in the "copyright dispute". This also leads to the fact that the content of the live broadcast platform is too single and homogeneous, and the image of the anchor is more concentrated in the anchor of the show.

"We see the attributes of live broadcasting, its development speed will be far beyond the traditional video, but soon will begin to fight more fiercely," in Jiang Nan's view, the commercial process of live broadcasting, will be faster than the traditional video industry into the "copyright dispute", live broadcast on the one hand unlimited copyright, but on the other hand, the desire for resources, teams, content is more intense, and the future in the live content to create a greater charging scene and value will be greater.

Two years ago, Douyu and Huya live broadcast platforms each occupied half of the live broadcasting industry. Subsequently, the battle flag rose, the whole people emerged, and the panda was born, and all kinds of live broadcast platforms sprung up for a while. Compared with the rapid development, but it is difficult to have high-quality content to follow up, which sowed the seeds of the outbreak, just in May this year, the major live broadcast platforms began to recruit each other, whether it is the signing fee or the standard are mentioned again and again, the anchor millions of annual salary news is also endless.

Turn live content into commerce to support traffic monetization

The platform has spent a lot of money to create high-quality content, so how to turn content into a business model? "The commercialization model of the live broadcasting platform is already a pain point that the entire industry continues to solve." Jiang Nan revealed in an interview with the media that the cooperation between Duoniu Media and Douyu is committed to commercial cooperation, mainly in the commercialization of Douyu to provide support, live broadcast platforms, especially large platforms are still attractive to brand enterprises, especially game live broadcasting.

Jiang Nan said that in cooperation with the live broadcast platform, Duoniu Media has accessed some data. From nearly 10 million samples, it was found that from the regional coverage of live broadcast viewers, Beijing accounted for 10%, Guangzhou accounted for nearly 10%, and then Jiangsu, Henan and other densely populated areas. From the perspective of the age distribution of the audience, it is mainly concentrated from 19 to 25 years old. "The people watching the livestream are younger, living in medium- and large cities, with specific preferences and stickiness, as well as good Internet payment capabilities and habits."

For the live broadcast platform, the current 325 million users with good spending power have recently only relied on the "tipping" model for commercial conversion, Jiang Nan said bluntly: "It is far from enough." The competition in the live broadcasting industry is becoming more and more fierce, and the platform prefers to recruit anchors at a large price and attract users. But while the platform spends money, we see the lack of mining for advertising scenarios. ”

For example, Jiang Nan said that Duoniu Media once cooperated with Ping An Puhui to promote a wealth management product. In the live broadcast content to dig out the support for the product, with the influence of the anchor to guide users, that time the communication covered a total of more than 10 million people, the publicity effect is very amazing. Duoniu Media has also cooperated with L'Oréal, using the model of live discussion and advertising, and customers also feel that the effect is very good, so we use a few cases to tell everyone that the traffic platform has its own "way of playing".

Jiang Nan finally said, "Duoniu Media hopes to have a more open way and space for cooperation, cooperate with more live broadcast platforms, share some of our experience in this commercial field, and hope that more all platforms we will discuss the future of live broadcast platforms, not only to be criticized by people for the "tipping" model, but more importantly, to discover new business scenarios, to more seriously understand the future commercialization of live broadcast platforms. ”

It is understood that Duoniu Media is a big data company in the direction of media, that is, an Internet company based on media and with big data and business intelligence as the core in the new media era. Its business includes new media ecological chain, new media marketing services, big data research and development and services, etc. The business scope covers media, big data, business intelligence, cloud computing and other fields, and a complete big data intelligent ecological cloud platform is built.