Business Management | Commercial Dilemma of Regional Media Entry, Short Video Field

Author: Volkswagen Newspaper Group Xu Kailing

Source: "All Media Exploration" June 2022 issue

Abstract: The short video field of regional media entry not only has the purpose of improving communication, but also often has urgent commercial needs. Although the live broadcast e -commerce is rising, the regional media wants to realize it from short video with goods and live broadcast e -commerce, and they have encountered difficulties. In fact, the news short video cannot transition directly to e -commerce. Of course, the general direction of live e -commerce companies is right, but the influence of news accumulation needs to be transformed through "news+service". Deep cultivation and serving the local area may be the realistic way for regional media to improve commercialization.

Keywords: short videos; live e -commerce; commercialization; vertical

Limited by the user scale, the commercial growth of regional media on its own APP is becoming more and more difficult. Compared with four or five years ago, more and more regional media are investing in a lot of energy to cultivate on major short video platforms. Not only will I hope to use traffic platforms to enhance their content and influence, but they also hope to be fully marketing through the market through the market. Verified mature monetization systems to improve their commercial operation level. Advertising, video with goods, and live broadcast are currently carriage with high -speed growth of short video platform revenue. Self -media is like fish in this ecosystem, but most of the media have failed to obtain considerable commercial income, even individual even individual It was also backbone with content creative capabilities. It is true that the original intention of the media's short video is not to monetize, but if the influence and benefits can complement each other, it is naturally the ideal result.

Different positioning, monetization is not the first pursuit

With the popularity of short videos, the enthusiasm of the media has continued to increase. According to the "2020 Chinese Media Douyin Development Annual Report", as of the end of December 2020, the number of certified media Douyin increased by 71.4%compared with the end of 2019. It is mainly concentrated in North China. The media jitter has the largest number, of which the short -term video is the most proportion. Compared with the media, the media's short video account benefits from the moat and credibility blessing built by the news and editing rights. It can quickly complete the "cold start" and accumulate a large number of fans through content in a very short time. But how to transform influence into commercial income, many media seem to have not figured out how to design a closed -loop path.

May wish to repeat how the self -media make short videos. Since the starting point of the media is to make a profit, starting with the end, a account must first have a clear way of monetization, and then select the content field with high correlation with the realization of high correlation, and then reserve content to start operating accounts. Therefore, the commercial value of the account is easy to estimate. For example, on the premise of the number of fans, the commercial value of film and television accounts is generally not as good as emotional accounts. Financial technology accounts are not as direct as digital evaluation accounts ... These results are directly related to the difficulty of commercial monetization. On the other hand, the positioning of most accounts in the media is that the positioning of most accounts is information dissemination. Increasing influence is the main demand. Occupying public opinion positions is the ultimate goal. As for how to monetize, it is actually the second thing.

Based on the above analysis, the media short videos are different from the self -media genes. It is impossible to operate in accordance with marketization. In addition, serious news cannot be directly realized. One of the beneficial replenishment of the content dissemination. It can help regional media in commercialization to explore more realistic explorations in commercialization.

Doing live e -commerce, the media is easy

Specifically, in terms of commercial exploration, the media did have gone through many detours after entering the short video field, and encountered many difficulties. Out of the symbiotic relationship with the short video platform, some early media can obtain a certain copyright income and traffic sharing through content bargaining capabilities. However, as platform creators are becoming more mature, regional media can get less and less direct revenue from the platform, which is not enough to "lie down", and more media have never obtained direct benefits from the platform. Essence Since the traffic sharing is unsustainable, what can be considered next is commercial advertising. However, the content of news and information produced by the media is naturally not suitable for advertising implantation, and patch advertisements are destined not to last long because of affecting the user experience on the pursuit of short -term short video platforms. Previously, domestic information platforms have tried to transfer the advertising income at the end of the information flow to the media, but this type of CPM (thousands of display prices) advertisements is really a chicken rib, and the income is extremely low. Advertising, which is simply exposed in exchange for income, has basically failed to go. Besides, in recent years, many platforms have continued to decline, and they have no motivation to eat with the media.

Until the live broadcast, various short video creators, including the media, seemed to find a reasonable and effective way of monetization at once. The live broadcast e -commerce, which emphasizes the combination of product effect, has been favored by manufacturers and advertisers, and the market size of live e -commerce companies has risen rapidly. But as everyone knows, the media accumulated by the media, although huge, is mostly not the target group of e -commerce. Compared with the net red of the sameweight fans, the transformation rate of the media account is extremely low. For example, Sichuan Radio and Television's shake number "Sichuan Observation" has more than 40 million fans, live broadcast and bring 45 kinds of products, selling less than 20,000 items, GMV (turnover) does not reach the pits, bring the goods The ability to not be consistent with the traffic, fully illustrates that the fan of the media account ARPU value (average user average output) is too low. Another example is the "Aid Site -Hubei Recovery Plan" participating in a hundred media participating in an e -commerce platform to promote Hubei Agricultural Special Products to the country through live broadcasts. Low, the value of publicity is higher than the commercial value, it is a good public welfare activity, but it is not a normalized business operation. To sum up, the popularity of the media accumulated in short videos does not naturally exchange e -commerce value that matches it. And this is also a pseudo -proposition. After all, behind the live e -commerce, the support of the entire e -commerce chain such as the supply chain, selection, market operation, and logistics has a professional threshold. foot. In addition to the production capacity of the media, the media is lacking in these aspects. There is neither stratified operations for fans, no supply chain and logistics control capabilities. Essence To make up for the shortcomings of these capabilities, it also involves resource investment and scattered energy. This is difficult to make great breakthroughs even in the existing institutional mechanism of the media, even if it is a market -oriented media.

Deep cultivation, serve local life

After the regional media entered the field of short video, the predicament encountered in commercialization, some people in the industry vividly called it "the scale is not economical." In this regard, the corresponding resolution method is to not be larger and complete in the content. It should be clear that the media short videos are not equal to news short videos. News Short videos are only parts with the highest spread and public opinion guidance value in the media short videos, but around the news, there are many content creation of the media that can be extended. Space, that is, "news+service", such as "news+education", "news+health", "news+rule of law", "news+culture", etc., and there are already many useful attempts. For example, "Observation in Sichuan", with the resources of Chengdu's "Medical Beauty Capital", cut into the field of medical beauty live broadcast, and choose to cooperate with local mainstream hospitals. The host of the children's channel of a radio and television children's channel has been deeply cultivated in the parent -child field for many years. The fans are very vertical. After cutting into the mother and infant supplies market, there are tens of thousands of yuan to hundreds of thousands of yuan to a single game. Views and GMV are very stable. Judging from these practices, there is no problem with the realization of the realization of live broadcasts and goods. It is also the commercialization method that the media can see enough. It is only that the usual operation method cannot easily connect all aspects of e -commerce. So, what regional media now needs to do is to abandon the previous big and complete thinking, deeply cultivate vertical categories, operate fans, focus on refined and close sex, and do a good job of local life services. In this process, pay special attention to avoiding strengths. The first is to give priority to the vertical fields of moats, such as medical and education. Like news, it is difficult for them to have sufficient knowledge and resource reserves from the media and market -oriented MCN. Conversely, the content of pan -entertainment that the media is good at has a low threshold. For the media that is accustomed to producing serious content, it is undoubtedly the Red Sea. The second is to use local advantageous resources to deeply cultivate the native. For example, find more close -sex content under the blessing of credibility, and do local life services through street visits and shops. The high stickiness of local fans is obvious to all, and its high ARPU value has been fully verified. For another example, make full use of the local advantageous industrial bands and supply chain resources. Take Shandong Province as an example. Like Weihai's fishing tools, Linyi's small products, and green plant flowers are all well -known e -commerce industry bands in the country. After all, in the relationship between people, goods, and field triangles of live e -commerce, "goods" are still core, and the backing of the industrial belt can undoubtedly reduce the difficulty of selection, and the lack of popularity of primary agricultural products and large roads without branding not only can the media turn over. Even Internet celebrities often respect.

At present, it seems that the content extension of the media other than the news is not much to do. This does also need to make a certain loosening and adjustment on the internal working mechanism, such as discovering the host of the reporter who has a network and potential. MCN mature brokerage contract methods, through reasonable income distribution, through the project system, release and stimulate short video productivity as much as possible, and better adapt to the logic of e -commerce.

Conclusion

The two -wheel drive of "Short Video Grass+Live Packing" two -wheel drive has brought short video content creators into a large -scale business world, which perfectly solves the problem of communication and monetization. As one of the content creators, the media should be able to benefit in this business model. Although the realization and publicity of news information is diluted and diluted in the live broadcast, the credibility and influence of the news information brings short videos of the media is sufficient to the media around the field of news, that is, through deep cultivation of "News+ News+ ", Credit commercial value. In this process, regional media should maintain a fixed force, explore boldly, run quickly, and use the methodology of live e -commerce to achieve the content and business as soon as possible to thoroughly enhance the commercialization capabilities, laying the economy for the high -quality development of the media to integrate the media. Base. "All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

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