Since the tightening of Internet TV (OTT) policy in the first half of 2014, the OTT industry has gradually moved from wilderness to controllability.
Lack of channels outside the OTT market content drive
Since the tightening of Internet TV (OTT) policy in the first half of 2014, the OTT industry has gradually moved from wilderness to controllability. One of the obvious changes is that the OTT market is no longer the kind of terminal sales-based business model of the past, and content is becoming the core driver. Regardless of Internet TV licensees represented by Mango TV and BesTV, or Internet companies such as Xiaomi and LeTV, they have invested heavily in building content to attract users.
While the content is booming, the channel restrictions of the OTT terminal market are becoming a major obstacle to the development of the industry. As a whole, the sales channels of OTT terminal manufacturers have limited contact with users, and the match between the two parties' needs is not high.
The reason is that although OTT terminal manufacturers have more or less their own online and offline sales channels, such as Huaqiang North, Zhongguancun and other national supermarkets, Jingdong, Taobao, Tmall and other e-commerce sites. However, from the perspective of channels, OTT terminal manufacturers' products are easily submerged in the ocean of many electronic products. From the user's point of view, it is difficult to judge from the content, quality, and price in the face of homogenized OTT terminal products that are "same as one".
Under the background that the OTT industry has been put into control, operation and control, users' awareness of content is higher than that of terminals. Whether or not the content can drive sales channels through terminals can create a coordinated development pattern for upstream content-driven downstream channels. The dilemma of lack of OTT terminal channels is a direction worth exploring.
Content-driven marketing transformation is taking place
In fact, with the advancement of Internet+TV, the channels of content and channels have been rapidly opened up since the second half of 2014. In the process of viewing content, video users can rely on the Internet to trade goods and services in the video, such as through remote control. Orders are placed in the form of devices, scan codes, clients, and even telephones, so that users no longer merely watch a single act of video, but can expand to e-commerce, O2O, online advertising, and other forms.
At present, major TV stations and video sites are making relevant attempts. For example, after the Chinese food section at the tongue of the CCTV documentary channel opened up with Tmall, relevant products received tens of millions of hits and millions of transactions. Some tourism sections also cooperated with Ctrip and Tmall to conduct O2O related attempts. The Internet TV licensees represented by Mango TV are also conducting O2O trials and promoted them in some places. IQIYI, Youku and other video websites have launched the “seeing and buying†function. Users can purchase the products appearing in the scene while watching the video.
In this content-driven channel model, content is the core, otherwise it becomes a source of waterlessness. Regardless of whether it is the first in the industry to launch solo broadcasting or the development of an IP-based operation strategy, the biggest advantage of Mango TV lies precisely in having a large number of premium content, which is the biggest magic weapon for attracting users.
Returning to the OTT industry, the marketing revolution of the content-driven channel is taking place. Mango TV's newly launched perfect “price†campaign can be said to be another attempt by Mango TV to achieve a win-win cooperation with terminal manufacturers. It is also a channel for the OTT industry. The construction provides some new ideas.
A perfect "price" event for marketing innovation
It can be said that this marketing innovation activity initiated by Mango TV is inevitable. First of all, Mango TV boasts a large number of Hunan broadcast and television broadcast resources that constitute a huge content advantage. It has a high degree of awareness and penetration in the eyes of users. Secondly, Mango TV has been focusing on the mango TV inside strategy at the terminal. Through in-depth cooperation with terminal manufacturers to open up the OTT market, Mango TV will extend Mango TV Internet TV service to every household. Relying on high-quality content, we have built an ecological closed-loop together with channels and terminals to form a win-win situation between Mango TV and users and manufacturers. This is the direction that Mango TV has been working on. It is natural that Mango TV will launch the perfect “price†period.
The perfect "price" period event was initiated by relying on the perfect holiday. The latter was the first major column of the party committee member and deputy general manager of Mango Media Co., Ltd. and the chairman of Happy Sunshine Interactive Entertainment Media Co., Ltd. Ding Cheng. The full-time panoramic network interactive live broadcast reality show is available for 24 hours. It should be said that Ding Cheng is responsible for the development of Hunan Broadcasting and Television's new media. Mango TV has been making frequent efforts to create self-produced content. He also disclosed Ding Cheng’s vigorous development of content creation and the establishment of a content ecosystem.
Since the launch of this column, the number of online players on the first day of the game has peaked at more than 1 million, and the number of barrage interactions among netizens has exceeded 5 million. The number of popular votes for players has exceeded 1.7 million, while the number of online players on the fourth day has exceeded the 2 million mark. Judging from the broadcast data on the Internet and the popularity of WeChat and Weibo, Mango TV is successful in launching Ding Cheng’s idea of ​​expanding content production. It has a very high popularity on the Internet and a perfect “price†period to take advantage of the perfect holiday. The launch can be said to be very suitable.
It is understood that the perfect "price" period to create a sales node by binding the perfect IP content of the perfect holiday, the assembly of nearly 20 mango TVinside family manufacturers members, with online and offline marketing channels to achieve user and mango TV inside family products win-win, You can also improve the influence of Perfect Holiday and Mango TV in turn through channels and users. Numerous manufacturers have responded to the “Assembly Number†sounded by Mango TV, reflecting the recognition of this activity by the Mango TV inside family.
Tmall Mango TV Media Station: New Gameplay Is Different
In addition to the “tear-off bottom price†opened by the Jingdong Mango TV inside flagship store, a very important part of this event was the launch of the Tmall Mango TV media station.
Tmall Mango TV Media Station gathers all kinds of content resources of Mango TV, including the highlights and behind-the-scenes of some popular programs, plus content-based online interactive operation, which is very attractive to users after 80 and 90. , Tmall Mango TV media station will become a new gathering place for mango fans, completely open up the docking channels for users and manufacturers. Considering that the partner of Tmall's magic box license has always been Huadian, Mango TV can be stationed in the media station, the only content marketing platform of the Tmall station. It also illustrates the outside world's recognition of Mango TV premium content.
Zhong Cheng, deputy general manager of Mango TV Internet TV and director of the market center, pointed out that the purpose of the Mango TV inside the family's perfect "price" campaign is to promote the content first, and to use the thousands of channels of sales of JD.com's e-commerce platform and all-in-one cooperation vendors. , Hunan several communities and other channels for the promotion of perfect holiday promotion, increase program visibility, increase the influence of Mango TV brand; followed by content marketing, with high-quality content to generate promotional nodes, thereby promoting the mango TV inside family products and mango TV VIP card Sales; from the user's point of view, the perfect "price" period means low prices, discounts, good manners, it can be said that the Internet TV product season.
Tmall Mango TV Media Station is another brand-new marketing game for Mango TV in the process of channel construction. It is also the first among Internet TV licensees. It is expected to become the classic marketing case of OTT industry's “content-driven channel, channel-feeding contentâ€. , is worth the attention of the industry.
Multi-win-win situation is the future of OTT
Under the increasingly standardized OTT market, the cooperation between the content and the upstream and downstream of the terminal is becoming more and more closely. Only by forming a coordinated operation and marketing situation can the respective advantageous resources be utilized. The content can assist terminal manufacturers to open up user channels faster, while content providers use major channels to conduct user's big data data collection and analysis, and can further improve their own products and content to provide users with better services.
Zhong Cheng, deputy general manager of the Mango TV Internet TV and director of the market center, said that the e-commerce platform on the Mango TV Internet TV line and offline community channels, experience shops, etc., are working together and are also investing more and more resources in this area. On the other hand, the purpose is to establish a stereoscopic channel that is most suitable for Mango TV Internet TV and to better serve manufacturers and service users.
It can be affirmed that the launch of the perfect "price" period and related Tmall Mango TV media station is only a small step in the innovation of Mango TV channel marketing system.
Even looking forward to the future, Mango TV can use the advantages of integration based on Taiwan's network integration to open up channels for TV, Internet, and e-commerce, and directly allow users to reach the online and offline products of Mango TV inside family members through implantation and other forms. Channels, forming a three-dimensional marketing capability for Mango TV, OTT terminal manufacturers will form closer partnerships with Mango TV.
The perfect "price" period of omni-channel modular marketing will become another weapon for mango TV content and mango TV inside family. It really opens up the channel of content-user-channel-terminal and forms the linkage of information flow and logistics. To a large extent, it promotes the multi-win-win development of the OTT industry.
Lack of channels outside the OTT market content drive
Since the tightening of Internet TV (OTT) policy in the first half of 2014, the OTT industry has gradually moved from wilderness to controllability. One of the obvious changes is that the OTT market is no longer the kind of terminal sales-based business model of the past, and content is becoming the core driver. Regardless of Internet TV licensees represented by Mango TV and BesTV, or Internet companies such as Xiaomi and LeTV, they have invested heavily in building content to attract users.
While the content is booming, the channel restrictions of the OTT terminal market are becoming a major obstacle to the development of the industry. As a whole, the sales channels of OTT terminal manufacturers have limited contact with users, and the match between the two parties' needs is not high.
The reason is that although OTT terminal manufacturers have more or less their own online and offline sales channels, such as Huaqiang North, Zhongguancun and other national supermarkets, Jingdong, Taobao, Tmall and other e-commerce sites. However, from the perspective of channels, OTT terminal manufacturers' products are easily submerged in the ocean of many electronic products. From the user's point of view, it is difficult to judge from the content, quality, and price in the face of homogenized OTT terminal products that are "same as one".
Under the background that the OTT industry has been put into control, operation and control, users' awareness of content is higher than that of terminals. Whether or not the content can drive sales channels through terminals can create a coordinated development pattern for upstream content-driven downstream channels. The dilemma of lack of OTT terminal channels is a direction worth exploring.
Content-driven marketing transformation is taking place
In fact, with the advancement of Internet+TV, the channels of content and channels have been rapidly opened up since the second half of 2014. In the process of viewing content, video users can rely on the Internet to trade goods and services in the video, such as through remote control. Orders are placed in the form of devices, scan codes, clients, and even telephones, so that users no longer merely watch a single act of video, but can expand to e-commerce, O2O, online advertising, and other forms.
At present, major TV stations and video sites are making relevant attempts. For example, after the Chinese food section at the tongue of the CCTV documentary channel opened up with Tmall, relevant products received tens of millions of hits and millions of transactions. Some tourism sections also cooperated with Ctrip and Tmall to conduct O2O related attempts. The Internet TV licensees represented by Mango TV are also conducting O2O trials and promoted them in some places. IQIYI, Youku and other video websites have launched the “seeing and buying†function. Users can purchase the products appearing in the scene while watching the video.
In this content-driven channel model, content is the core, otherwise it becomes a source of waterlessness. Regardless of whether it is the first in the industry to launch solo broadcasting or the development of an IP-based operation strategy, the biggest advantage of Mango TV lies precisely in having a large number of premium content, which is the biggest magic weapon for attracting users.
Returning to the OTT industry, the marketing revolution of the content-driven channel is taking place. Mango TV's newly launched perfect “price†campaign can be said to be another attempt by Mango TV to achieve a win-win cooperation with terminal manufacturers. It is also a channel for the OTT industry. The construction provides some new ideas.
A perfect "price" event for marketing innovation
It can be said that this marketing innovation activity initiated by Mango TV is inevitable. First of all, Mango TV boasts a large number of Hunan broadcast and television broadcast resources that constitute a huge content advantage. It has a high degree of awareness and penetration in the eyes of users. Secondly, Mango TV has been focusing on the mango TV inside strategy at the terminal. Through in-depth cooperation with terminal manufacturers to open up the OTT market, Mango TV will extend Mango TV Internet TV service to every household. Relying on high-quality content, we have built an ecological closed-loop together with channels and terminals to form a win-win situation between Mango TV and users and manufacturers. This is the direction that Mango TV has been working on. It is natural that Mango TV will launch the perfect “price†period.
The perfect "price" period event was initiated by relying on the perfect holiday. The latter was the first major column of the party committee member and deputy general manager of Mango Media Co., Ltd. and the chairman of Happy Sunshine Interactive Entertainment Media Co., Ltd. Ding Cheng. The full-time panoramic network interactive live broadcast reality show is available for 24 hours. It should be said that Ding Cheng is responsible for the development of Hunan Broadcasting and Television's new media. Mango TV has been making frequent efforts to create self-produced content. He also disclosed Ding Cheng’s vigorous development of content creation and the establishment of a content ecosystem.
Since the launch of this column, the number of online players on the first day of the game has peaked at more than 1 million, and the number of barrage interactions among netizens has exceeded 5 million. The number of popular votes for players has exceeded 1.7 million, while the number of online players on the fourth day has exceeded the 2 million mark. Judging from the broadcast data on the Internet and the popularity of WeChat and Weibo, Mango TV is successful in launching Ding Cheng’s idea of ​​expanding content production. It has a very high popularity on the Internet and a perfect “price†period to take advantage of the perfect holiday. The launch can be said to be very suitable.
It is understood that the perfect "price" period to create a sales node by binding the perfect IP content of the perfect holiday, the assembly of nearly 20 mango TVinside family manufacturers members, with online and offline marketing channels to achieve user and mango TV inside family products win-win, You can also improve the influence of Perfect Holiday and Mango TV in turn through channels and users. Numerous manufacturers have responded to the “Assembly Number†sounded by Mango TV, reflecting the recognition of this activity by the Mango TV inside family.
Tmall Mango TV Media Station: New Gameplay Is Different
In addition to the “tear-off bottom price†opened by the Jingdong Mango TV inside flagship store, a very important part of this event was the launch of the Tmall Mango TV media station.
Tmall Mango TV Media Station gathers all kinds of content resources of Mango TV, including the highlights and behind-the-scenes of some popular programs, plus content-based online interactive operation, which is very attractive to users after 80 and 90. , Tmall Mango TV media station will become a new gathering place for mango fans, completely open up the docking channels for users and manufacturers. Considering that the partner of Tmall's magic box license has always been Huadian, Mango TV can be stationed in the media station, the only content marketing platform of the Tmall station. It also illustrates the outside world's recognition of Mango TV premium content.
Zhong Cheng, deputy general manager of Mango TV Internet TV and director of the market center, pointed out that the purpose of the Mango TV inside the family's perfect "price" campaign is to promote the content first, and to use the thousands of channels of sales of JD.com's e-commerce platform and all-in-one cooperation vendors. , Hunan several communities and other channels for the promotion of perfect holiday promotion, increase program visibility, increase the influence of Mango TV brand; followed by content marketing, with high-quality content to generate promotional nodes, thereby promoting the mango TV inside family products and mango TV VIP card Sales; from the user's point of view, the perfect "price" period means low prices, discounts, good manners, it can be said that the Internet TV product season.
Tmall Mango TV Media Station is another brand-new marketing game for Mango TV in the process of channel construction. It is also the first among Internet TV licensees. It is expected to become the classic marketing case of OTT industry's “content-driven channel, channel-feeding contentâ€. , is worth the attention of the industry.
Multi-win-win situation is the future of OTT
Under the increasingly standardized OTT market, the cooperation between the content and the upstream and downstream of the terminal is becoming more and more closely. Only by forming a coordinated operation and marketing situation can the respective advantageous resources be utilized. The content can assist terminal manufacturers to open up user channels faster, while content providers use major channels to conduct user's big data data collection and analysis, and can further improve their own products and content to provide users with better services.
Zhong Cheng, deputy general manager of the Mango TV Internet TV and director of the market center, said that the e-commerce platform on the Mango TV Internet TV line and offline community channels, experience shops, etc., are working together and are also investing more and more resources in this area. On the other hand, the purpose is to establish a stereoscopic channel that is most suitable for Mango TV Internet TV and to better serve manufacturers and service users.
It can be affirmed that the launch of the perfect "price" period and related Tmall Mango TV media station is only a small step in the innovation of Mango TV channel marketing system.
Even looking forward to the future, Mango TV can use the advantages of integration based on Taiwan's network integration to open up channels for TV, Internet, and e-commerce, and directly allow users to reach the online and offline products of Mango TV inside family members through implantation and other forms. Channels, forming a three-dimensional marketing capability for Mango TV, OTT terminal manufacturers will form closer partnerships with Mango TV.
The perfect "price" period of omni-channel modular marketing will become another weapon for mango TV content and mango TV inside family. It really opens up the channel of content-user-channel-terminal and forms the linkage of information flow and logistics. To a large extent, it promotes the multi-win-win development of the OTT industry.
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