Stars join technology companies and become executives. Play the star card in technology and take the video road

the wind of short video continues to blow, the combination of text and picture has existed for thousands of years, and the coexistence of short video and strong video has a long way to go. In the final analysis, short videos carry content, no matter which side of the industrial chain, to solve the problem of profit model, continue to explore new is necessary, which is the need for survival.

original title: please come to Jia Nailiang, Zhao Liying, Li Yundi. As a senior executive, I don't even let go of TFBOYS now. what's the origin of this company?

since 2012, there have been more than 60 cases of short video content financing, and the wind of short videos continues to blow. compared with the number of live users, short videos are still in a period of rapid population dividend growth, and the growth curve is far from reaching its peak.

on August 27th, TFBOYS joined science and technology, and the specific position has been announced at the star event. Technology has been interacting frequently with star celebrities, and the company has always had a tradition of star executives: Jia Nailiang joined technology and served as chief creative officer in May 2016, and Zhao Liying became vice president of science and technology in November 2016. Li Yundi served as an "honorary art consultant" of technology. The entry of TFBOYS has added three heavyweight star executives to the technology.

strong > A look at technology is not alone. The entertainment and technology circles have already merged perfectly / strong >

in recent years, it seems that it has become a trend for stars to work for Internet companies. As early as last year, 360 announced that members of the teenage idol band TFBOYS joined the company. Wang Yuan was appointed Chief Creative Officer (CIO), Yi Qianxi was appointed Chief Fashion Officer (CFO) and Wang Junkai was appointed Chief Dream Officer. In the twinkling of an eye, TFBOYS is about to enter the science and technology, is it that the "labor agreement" has expired?

TFBOYS is not the only one who is highly sought after. Pop idol Jay Chou has previously announced that he has officially "joined" VIPSHOP as chief surprise officer (CJO). "Chief surprise Officer" was originally translated as CXO. "X" stands for the unknown, which means surprise. It is a new profession in the e-commerce industry in recent years, usually occupied by influential newcomers. VIPSHOP changed CXO into CJO in order to echo Jay Chou's English name Jay.

A star's entry into a position in a technology company must have a lot of personality in order to highlight the meaning of entry. Angelababy (Yang Ying) has successively served as the "Chief Beauty Officer" of Beauty camera and the "Chief Fashion Officer" of Meisha's Haitao brand; Huang Xiaoming has become the "Chief quality Control Officer" of luxury e-commerce platform "Bisha"; Fan Bingbing has become the "Chief experience Officer" of Huajiao TV, and Zhang Jike has become the "Chief Product Officer".

seeing so many varied positions, stunned colleagues must wonder why companies are racking their brains to get stars on the job. Yes, this is actually an entry endorsement, a fancy evasion of the strictest advertising law by enterprises and stars. Compared with simply acting as an image spokesman, the entry of a star is more sensational, which will bring exposure to the enterprise, while the star brings fan resources and influence; on the other hand, the star can also give the enterprise platform for free, which is more cost-effective than simply inviting a spokesman.

the reason why technology has attracted much attention from the capital market in recent years is largely due to the operation of all kinds of resources, especially star resources. Including Huang Xiaoming, Jia Nailiang, Li Xiaolu, Fan Bingbing, Li Bingbing and many other stars are not only guests of various activities of science and technology, but also loyal users of the company's products.

strong > put aside the fog and explore the past life and present life of science and technology of "star company" / strong >

if we hadn't given up the iron rice bowl in 2001 and plucked up the courage to start a business in 2006, we might not have today's technology. Han Kun, the technology CEO, made several choices on the road of life, which determined him to become a popular figure in the Chinese video industry.

as we all know, China's information is from the SMS era to the MMS era, to the 3G era, to the WiFi era, to the current 4G era. Looking at the development direction of the general trend of the times, Han Kun has been thinking about the future of Chinese video, he concluded: "from the essence of video, video is the inevitable result of the development of mobile Internet." Video is not only the most complex and costly form of information media, but also an intuitive and lowest-cost way of expression. Video is the most advanced form of expression on the Internet so far, and live broadcast is the evolutionary form of video, which is an infinitely subdivided short video. "

with the influence of the "Ice Bucket Challenge" in 2014, the second shot of the first product under the banner of technology quickly entered people's eyes. At that time, in the face of the awkward situation of Weishi before and after the second shot, we were able to deal with it calmly, and it was clever to think of a way to rely on the content to get to the bottom of it.

"Ice Bucket Challenge" not only brings a lot of attention and users to the second shot, but also affirms the strategic direction of management. Since then, the second shot has found a "revolutionary" direction that depends on the development of content. Just like the Chinese revolution at that time, it is important to find a way for the development of rural areas to surround cities.

while the number of users and broadcasts of second shots continue to rise, the Dubsmash developed by Germany has become popular overseas. Dubsmash not only solves the problem of content production, but also increases the interest of content and reduces the cost of expression. How can Chinese entrepreneurs miss such a good opportunity to follow? start shooting, cool shooting, acting and other products have entered the market one after another. And in the end, what is really done is the Xiaoca Show, the second product of science and technology. Relying on the accumulation of short videos shot in seconds for many years and the continuous injection of Weibo traffic, the take-off of Xiaocaxiu seems to be taken for granted.

while still silent in the joy of the two popular products, the tuyere of the live broadcast came. The third product has been broadcast all the time with the help of technology. Now if you click live in Weibo, you will directly enable continuous broadcast, and you can watch it in Weibo without downloading it. In this way, when a large number of users want to broadcast live, they will enable live broadcasting instantly.

in fact, behind the popularity of the three products, it is very important to find the role played by Weibo. When choosing Sina that year, Tencent also intended to invest in technology, and Han Kun finally chose the former. The cooperation between science and technology and Sina is not a unilateral benefit. Cooperation with science and technology is also an important step for Sina Weibo in the layout of short videos.

strong > where will the video industry go in the future? / strong >

since 2012, more than 60 cases of short video content financing have occurred, with investment institutions such as Sequoia Capital, ZhenFund, Matrix Partners China and other well-known venture capital funds. Since 2016, capital has been more focused on vertical content, with life, synthesis, mother and child being the most concerned. Data show that as of June 2017, the number of online video users in China was 582 million. Another forecast shows that it is estimated that the number of users of China's short video market will soar to 700 million by 2020.

with the continuous acceleration of the capital process of high-quality platforms such as second shot, Kuaishou and Meipai, the market pattern of short video platform has initially taken shape. From the perspective of the market pattern, the user penetration rate of instant shooting reached 61.7% in December 2016, ranking first, followed by headline video, Kuaishou and Meipai, which formed the leading camp of the short video industry.

compared with traditional graphics and text, users' demand for video content is obviously stronger, and rich-media video content is easier to stimulate users' eyeballs and attract more users' attention. Just as in history, television has also had the same impact on radio and newspapers, advertising is based on sound, newspapers are based on pictures and text, and television image content can obviously contain more content and more impact.

take a look at the dual layout of the two major mobile video tracks of science and technology short video and live broadcast, making it the only mobile video company in China to form a matrix. The short video is on the upstream. According to a recent report released by Aurora big data, so far, the penetration rate of vertical short video APP is 19.3%, and the number of users exceeds 130 million. On average, nearly one in five mobile netizens is a short video user. Relative to the number of live users, short video is still in a period of rapidly growing demographic dividend, and the growth curve is far from reaching its peak.

however, short video is not the ultimate goal of content marketing and information upgrading. It is the most fundamental logic to use short video to carry more valuable content to meet the diversified and personalized needs of users. On the basis of this logic, exploration has just begun.

Edit: mary