Backed by big trees to enjoy the cool, non-BAT mango TV how to set up 3 years profit 400 million yuan

for Mango TV, valuation is probably just a matter of face, and going public is the most important-which means they have created a miracle: as a video content company, they have achieved profits that their peers have not been able to achieve in 12 years, and have also gone public successfully. This is a role model for the content industry-even if it succeeds by hugging a stout thigh.

original title: founded 3 years ago, made a profit of 400 million, mango TV's fear and love

Luo Jianhui came again.

but as the director of the network audio-visual management department of the State Administration of Radio, Film and Television, who endorses the mango TV platform every year, I did not expect that on such an important occasion, two senior executives of Mango TV showed up like this-one rushed up on a motorcycle, the other chose a balance car, and took the stage surrounded by street dancers.

although since the beginning of this year, in addition to promoting next year's key film and television variety shows, it is nothing new for video websites to add light details to the financiers in the audience, but Mango TV's 2018 Advertising Conference held in Beijing on the 1st of this month is still a bit unexpected. After getting tired of playing drones in 2015 and siri in 2016, this year's song and dance, drama monologues, parent-child music shows and raffles give people the illusion of being on the scene of a mini variety show. In the way of chasing fashion, mango TV, which has Hunan radio and television pedigree, is never short of new tricks, and even does not miss the press conference.

for Mango TV, which has changed two rounds of executives in less than four years, has been named and criticized by the relevant departments for "entertainment", and star programs have been removed or suspended, and are ready to log on to A-shares, the significance of this conference is self-evident.

the profit scale of 400 million to 500 million. Whether it was intentional or accidental, Cai Huaijun, the new CEO of Mango TV, said at the press conference that Mango TV is expected to make a profit of 400 million to 500 million yuan in 2017, making it the first profitable video website in the industry, but gave no details. This seems to be true-previously, although Youku Tudou and Letv both declared profits, they all successively lost money.

Variety shows are still the main stream. Hunan Satellite TV has always had the strongest satellite TV variety strength, mango TV is also easy to enjoy the cool. In 2018, variety shows such as "Happy Camp", "Singer 2", "Star Detective 3, 4" and other variety shows unexpectedly appeared on the list. On the other hand, the network ensemble still retains classic programs such as "where is Dad going 6" and "Mom is Superman 3", while solos such as Grammy Awards, Oscars and Emmy Awards are also old faces.

the first online play that landed on Hunan Satellite TV. Mango TV officially specializes in the new series "Lu from Tonight Bai", which it says is the first online drama to be released on Hunan Satellite TV. But strictly speaking, "Road from Tonight White" should be the first mango TV homemade drama to be released on Hunan Satellite TV. Because some information shows that as early as the beginning of 2014, the Lunar New year version of "never expected" had been on Hunan Satellite TV.

it's boring to simply list old and new faces, so let's talk about Mango TV's fear and Love for the coming year.

Executive rotation does not seem to have much impact. As mentioned earlier, for Mango TV, the coming 2017 will be mixed. At the beginning of the year, relevant departments toured Hunan radio and television, in which mango TV self-made variety "golden bachelor" was named and criticized; in May, mango TV executives changed greatly, former chairman Nie Mei resigned, former CEO Ding Cheng was transferred back to Hunan Radio and Television, and CEO was succeeded by Cai Huaijun, former deputy general manager and head of strategic investment of Mango Media Co., Ltd.

A video website that has been established for more than three years has changed its management twice, slightly more frequently. But fortunately, there is no problem with the investment and strategy, so it can still reach the fourth place in the industry, which can only make people feel that the content quality of Hunan Satellite TV is quite reliable.

the content is still "partial". Compared with BAT video websites, mango TV, which is deeply influenced by Hunan radio and television, is not an all-round player so far, and its content is obvious: variety shows and TV dramas are extremely strong sources of traffic, while the popular two-dimensional animation in recent years has no popular style, and online movies are completely absent.

Mango TV is special in that it is the only video website in the industry that comes from a non-first-tier city, and it is also the only video website that has been recognized and supported by the General Administration of Radio and Television. These factors determine its particularity: the originally strong variety and TV series are also highly biased, regardless of the type and the overall coverage of the audience. The strong content of mango TV can basically be summarized as young, female, parent-child family, focusing on second-tier and below urban users.

dare you buy another "in the name of the people"? Hunan Satellite TV's style of buying drama is fully reflected in 2017: in the face of the strong rhythm of CCTV's eight sets of price reduction and reduction of broadcast scale, the film "in the name of the people" sold it to Hunan Satellite TV for 220 million yuan, creating an upsurge of national drama watching and national discussion in the first half of the year. Although Hunan Satellite TV was admirably brave, it later distributed the show to a number of video websites, and Mango TV did not get the exclusive right to broadcast online, which was the biggest regret of the year.

although popular TV dramas are accidental, it is this strength and luck that is enough to feed a video website in terms of popularity, traffic and revenue within a year. So the question is, where is Mango TV's next "in the name of the people"?

listing-valuation-policy. Congratulations to Mango TV, because it may really be on the market this time, which is not easy. After two years of swaying between the new third board, A shares and the strategic emerging board, Mango TV tried to list through packaging and injection of Happy Buy backdoor with its brothers, but unfortunately failed because it formed an "inter-industry competition" with Radio and TV Media. It was not until June this year that the secondary listing was restarted.

however, it is worth noting that the purchase price announced this year shows that the valuation of Mango TV may be nearly 4 billion yuan less than that of Series B financing. But for Mango TV, valuation is probably just a matter of face, and going public is the most important thing-which means they have created a miracle: as a video content company, they have achieved profits that their peers have not achieved in 12 years, and have successfully gone public.

this is a role model for the content industry-even if it succeeds by hugging a stout thigh.

but the biggest lesson for the content industry in 2017 is that everyone has to bow in front of policy, and even if they have a national team background, they will inevitably be named and criticized by inspection groups-which means that listing is not the terminus of Mango TV, but faces more challenges, such as: policy risk is too difficult to predict, to what extent can it affect stock prices? Will those "special groups" of jealous colleagues continue to carry small benches and watch programs every day to pick mistakes and snitch? How long can the popularity of capital on the content industry last?

this is not only the fear and love of mango TV with red roots, but also the fear and love of all content entrepreneurs.

Edit: xiongwei