The cooperation between Tencent and Chinese Online came as promised-WeChat.
Original observation of entertainment business
Wen/Duckweed
After Tencent invested in Chinese Online, the cooperation between the two parties came as scheduled, but this time it was an unexpected WeChat.
Recently, a Chinese online announcement stated that it has reached a strategic cooperation with Tencent Technology on the digital publishing business. The digital copyright includes but is not limited to online novels, publications, comics, audio books, etc., serving content creators, and video accounts. Producer.
The core is that WeChat wants to use the Chinese online copyright library to solve the development bottleneck on the platform. Entertainment Business Observation believes that this is a milestone event for WeChat to increase the video number: on the one hand, increase the content supply on the platform, and On the one hand, it solves the copyright issues that plague the development of the platform; at the same time, it can also activate the enthusiasm of the video number producer for the second creation.
But this also leaves some room for answers: How to make online novels, publications, comics, audio books and other businesses video? If you refer to the direction of cooperation between Kuaishou and Chinese Online, the two parties are mainly adaptations of IP-based short dramas. Will the video account follow up in this regard?
On the occasion of dispute, the video number resolves the copyright resources of text and audiobooks
Currently, Chinese Online has two relatively high-quality businesses. One is the three original platforms of 17K Novel Network, Tangyuan Creation, and April Tian Novel Network, as well as cooperation with more than 600 copyright agencies, and owns a large number of digital content copyrights. Become a content provider for reading platforms such as the three major operators, ByteDance, and Qi Mao Novels.
The other is one of the audio content providers. After 24 years of accumulation, Chinese Online has 1.23 million (episodes) and 280,000 hours of audiobook resources. Become the main content provider of audio platforms such as Himalaya, Dragonfly FM, Lazy Tingshu, Kuwochanglisting, Tomato Listening, etc.one.
The copyright of these two businesses is exactly what the video account needs in the process of further development and growth. The announcement clearly stated that first, the two parties are committed to copyright protection, and the two parties jointly initiated and built a digital copyright alliance based on the WeChat ecosystem; the second is to explore the video upgrade of copyright content such as online novels, publications, comics, and audio books; the third is to pass Provide services related to intellectual property and product operation, and help WeChat video account and live broadcast producers to obtain a larger amount of copyrighted content and creative guidance.
The above three points can be attributed to WeChat’s desire to solve copyright issues in the ecosystem, and the focus is on solving the copyright issues of WeChat video accounts and live broadcasts, and even hopes to establish independent IP based on WeChat, WeChat video accounts and live broadcast operation paths .
Not long ago, major associations, video platforms, and film and television companies in the film and television industry issued a joint statement stating that the field of short video self-media entrepreneurship has been booming in recent years, and the resulting infringement of public account producers and operators of film and television strips has been triggered. It’s getting worse. To this end, all platforms have joined forces to jointly promote the orderly development of the copyright industry and build a benign online video copyright ecosystem.
Among the initiators of this statement, there are not only 15 film and television industry associations, but also five major video websites, including Aiyou Tenmang and Migu videos, and 53 companies involved in the comprehensive production and distribution of film and television. Of media companies, it can be said that the entire statement almost covers more than half of the film and television industry.
Although this happened in the film and television industry, the logic is the same, that is, after the platform grows, it is easy to fall into the copyright whirlpool; while WeChat is now buying a large number of text and audio book copyrights, which can avoid the development process in advance. It is believed that there will be more and more such strategic cooperation, including pictures and videos.
The video number becomes Tencent’s last battle in the field of short video?
From this information, we can easily get WeChat to further add code to the video number to help the video number solve the source copyright issue of content production.This is basically consistent with the overall grand strategy of WeChat and Tencent.
As Douyin and Kuaishou are becoming more and more popular, Tencent has always been anxious about short videos. Although it has launched no less than 10 short video products, including Weishi, Hotpot Video, etc., it wants to break through with a matrix method, but The effect is very unsatisfactory. The gap between the best Tencent Microvision and Shake Kuai is still very obvious.
In this case, Tencent has taken out the final trump card-WeChat, which is considered by the outside world to be a backstop in the field of short video with the help of video accounts. As a product embedded in WeChat, the video account has enjoyed the 1 billion-level DAU bonus of WeChat and began to rise rapidly. It reached 200 million in July 2020 and reached 280 million by the end of 2020, 6 months after its launch. Very fast.
In order to vigorously promote the video account, the WeChat team has added many ways to play such as rewarding, connecting the microphone, and beautifying during the live video broadcast. Users can also swipe up and down to browse the video just like using Douyin. In addition, the video number also changed the entrance of “Nearby People” to “Nearby People and Live Broadcast”, which can be called full firepower.
With the full support of WeChat and Tencent, the future of the video account is optimistic by many people, and they think it is the next “traffic treasure mine”. These are not wrong, and you can even cite thousands of advantages to favor the video account. These are all facts about the development of the Internet, but entertainment business observation still believes that video numbers are not as easy as imagined.
Currently, the positioning of the video account is not clear enough, the content is slightly complex, there is no native content creation environment, and native video creators cannot be cultivated… These have become problems that the video account has to face, and can be solved online with the help of Chinese The copyright issue is a big step forward for the video account in the construction of the content ecology, but overall, the video account is still in the early stage.
Relying on the flooding of WeChat traffic, there is a chance that video accounts can surpass Kuaishou and even short video products such as Douyin in terms of user data. However, WeChat video accounts are far from enough when it comes to building a video ecosystem.