Video platform opens a new stage of iQiyi 235 new film list: open a new field of IP, anchor the value of "long -termism" value

In the past year, it is a year for the adjustment and turning of the film and television industry.

The long video platform bid farewell to the horse race circle, and ushered in the second half of the quality and reduced weight; the reciprocal content value of the entertainment market, the quality creation, and immersive experience became a market explosion point.

Changes in the industrial environment affect the content strategy of long video platforms. On September 15th, at the "2022 iQiyi IJOY Yue Meeting", iQiyi released 235 new films, covering many fields such as episodes, variety shows, movies, animation, documentary, sports, etc. It meets the diversified needs of each circle, and also realizes the emotional resonance and value identity with the audience.

Every year, the Yue Yingxin is a thinking about the direction of future development. Behind 235 films is the new content of the content of the "Calm Growth" strategy, and it is also the exploration of iQiyi trying to open the future door of the content industry in the long video change.

"Recently, the Internet audiovisual industry environment is good. Seeing confidence is returning, rational returning, users who return, and creation are back. Value. "Wang Xiaohui, the chief content official and professional content business group of iQiyi, emphasized.

High -quality content is the era of high -quality demand long videos, high premium, and the era of high premium is still there

For video platforms, high -quality content is always the cornerstone of the platform and the industry to maintain benign development.

From the beginning of the year to the present, the explosive models such as "The World", "The Grand Map of the Hunter", "The Honor of the Police", "Dear Child" and "Cang Lan Jue" have brought good benefits to the platform, helping iQiyi to achieve two consecutive quarters of profitability, prove again The appeal of good content.

Gong Yu, the founder and CEO of iQiyi and CEO, said: "The rigid demand for the audience for excellent works is eternal, and the creative ability of creators is unlimited. Market changes will bring more space."

This year, Iqiyi used 235 new content to implement "quality improvement" and "regression content". There are also new track attempts and exploration of new borders.

In the field of episodes, the national drama is undoubtedly the mainstream of the national drama. It is divided into five categories: the melody, the growth force, the tennis lights, the national light, and the Oriental feelings. There are works such as "Big Examination", "Cyclonus", "Ballic Lightning", "Dragon City" and other works that are concerned about real life and youth struggle, as well as "Changfeng Cross", "The Silk Silk Case of the Micro Mirror", "Xinchuan Daily", "Fox Demon Little" "Red Mother Moon Red Articles" and other young works of the Oriental Legendary World. At the same time, the three major theater labels of the Mist Theater, Love Theater, and Small Theater will continue to output high -quality repertoires.

In terms of variety shows, more than 20 variety shows cover the four major tracks of stage competition, life cure, fun game, and cultural trend. Many innovative contents such as the annual comedy contest 2 "expressed young trends and meet the needs of different circles.

For many years, Wang Xiaohui believes that good content must have the three basic directions of the classic narrative structure, character structure, time empathy, and new audiovisual expression. As a creator, we must continue to maintain the continuous innovation of content, and collective forces, professional forces, and mechanism forces are essential. "The love of the industry, strong learning ability, and integrating cross -border macro perspective; and data assistance, from creativity, evaluation, production, post -launch, review, etc. factor."

In his opinion, the long video industry is still in the era of high premiums of immersive consumption. Only by adhering to creating good content can we win users. In the future, the quality of long video content will become higher and higher, and more and more content will be created.

High -efficiency investment in long -term long -term calm growth

Since the beginning of this year, the once hot film and television market has begun to cool down, the number of film and television dramas has been reduced, but the content of explosive models is still hot.

The lighthouse data shows that the cumulative broader market of TOP10 works in the head works this year accounts for 37%, which is a slight increase from the previous year. From the perspective of platform data, after the 2018 "Yanxi Raiders", iQiyi this year The three stations of "The World", "Cang Lan Jue" and "Cang Lan Jue" continuously appeared in the three stations.

The return of the entertainment market to the content value. The entire episode market is in the precipitation period. Although it is a big deal that emphasizes quality improvement and cost reduction, and cost reduction and efficiency, in iQiyi, this is not simply reducing content cost investment. Investment in calm growth.

"It is not not invested, the core is still growing, and the proper investment in content is very important." Wang Xiaohui explained that the investment in the content field, first, the cost reduction at this stage, pay more attention to high -quality content, and must ensure that the investment is most suitable. The content; the second is to increase efficiency, especially the drama to plan ahead, there is a wealth of reserves, and to establish a long -term plan for implementing the diversity of the episode.

In his opinion, the so -called "reduction of costs" is "reduction" and "lower 60 points and below". "For example, the content below the A level is basically not done. On the basis of the decline in the number, the remaining investment must be made in structural adjustment. The investment cost of less suitable content should be reduced; , The higher the size, the stronger the gold absorption. "

In the past, the market's hot industry was expected to be high, countless capital hot money poured in, and the market was full of good and bad works. Grade and traffic, but whether the content of the content is excellent. However, the content industry is naturally uncertain, and the explosive models cannot be copied. To achieve the sustainable supply of good content, the platform must go long -term, and be patient and persevere to create long -term brand value. After many years of exploration, Wang Xiaohui has his own understanding and summary of "long -termism". He said that in the face of the long cycle of creation, you must first have the ability to predict the aesthetic consumption and user consumption trend in the next three years; Stories and integration of professional talents' excavation ability. This industry must not only stare at the head, but also find newcomers and new resources. This is the sustainability of long -termism. In addition, there must be a clear research and development plan. Under the assistance, use certainty to fight the uncertainty of the industry.

Open IP new field business space content creation ceiling is far from arrival

At present, good content and high profits have become the top priority of major platforms. How to open the business space of good content has become a new thinking question for various platforms.

"The head content has made a lot of changes in the platform ecosystem, especially the premium power of the drama to make money. At present, every content must be made, and it is not sustainable without making money.

In the past ten years, member business has always been one of the most imaginative business models with high quality content. Good content means users and duration, and sometimes they have income. However, it is undeniable that with the disappearance of the demographic dividend and the slowdown of membership growth, the single income model of high -quality content has become increasingly unsustainable.

Wang Xiaohui believes that in the past, high -quality content rely only on paid and advertising, and underestimated more added value. In the past, the way of playing and creation must be changed. The platform should work together to create a new IP field and enlarge the value of IP.

In the first half of this year, the sub -drama took the lead in exploring the road. "One flash and one shining star" and "demolition case" series of accounts exceeded 100 million, breaking 70 million, respectively, bringing huge commercial potential to the platform and content party. At the same time, iQiyi divided the sweet pet drama to the accounting drama industry.

"On the one hand, for large platforms, the audience and the types of subject matter are wider, and it is impossible to be proficient in all tracks. On the other hand, sweet pet tracks are relatively low, and they are obvious. The development of young companies. Young people are the Grand Stone of the entire art world in the future. Everyone is winning a win -win situation together, shared risks, and the content is well done. There is no ceiling. "Wang Xiaohui said.

In the field of variety shows, paid variety shows and advertising investment to B walked to multiple legs of variety shows; single -film on -demand paid (PVOD) and member viewing (SVOD) complement each other; Exploration and innovation in business models. "In the past, the cooperation of leather -like types was not suitable for the current development. How to form an open closed loop in the channels such as Douyin, Zhihu, and Xiaohongshu, and reintering the value of commercial monetization is the future direction."

Change often contains opportunities. As the video platform ushered in a new stage, Wang Xiaohui believes that the creative ceiling of Chinese content is far from coming. The content of the content is to the extreme, upgrade the content of the content, change the business model, open the platform ecosystem, and use the common creative ecology. It is a future video. New growth points in the industry. Text/Lee Shi

Daily Economic News

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