The competitiveness of traditional film and television cannot be compared with Beijing, so Hangzhou should find a positioning that meets local characteristics-content e-commerce entered the park planning at this time.
“Traditional 4A companies and large TVC commercials (commercial TV commercials) should change in the era of short videos and new media like this now.” Chen Ti told the Hedgehog Commune that the advertiser ’s budget is constantly tightening In the case of small companies, the survival of small companies is very difficult. “The industrial park hopes to form an alliance effect, so that each small company has its own specialized section, and everyone joins together in a physical space to complete a large-scale full case.”
Under this logic, the park retains its original ideas and established a traditional film and television industry chain; at the same time, it has added a new media fusion module to address content e-commerce industries such as short video and live broadcast, which to some extent And the former is in the same vein.
According to the introduction of the investment director of the park, Li Ang, the current housing removal rate in the industrial park is about 70%, and a total of 64 companies related to the film and television industry have been recruited. There are more than 40 direct occupants. The traditional film and television industry accounts for about one third, and the remaining two thirds are in the new media field.
According to the demand of the brand, the business line of the industrial park is mainly divided into two types: brand promotion and conversion with goods, including supply chain, video production, advertising, account operation, artist brokerage (MCN agency), etc. and content electronics. Quotient-related complete closed loop.
In the eight-story industrial park, the settling companies “see up but not down” are more likely to have a collaborative effect. Especially for small and medium-sized enterprises, they lack sufficient funds and resources to catch up with the tide of commerce, and try to take a share of the content e-commerce outlets. The film and television industry park provides them with a shortcut.
At present, the park is actively promoting the implementation of the Shanghai Red Drama Academy’s Internet celebrity training base; in the introduction of the drama’s “Post-Film Directors Training Course”, it was mentioned that the post-directors will be responsible for Functional work. ”
In Hangzhou, Zhejiang Gongshang University offers training courses on “Internet +” and e-commerce, and the School of Management of Zhejiang University also offers related training courses such as new retail and Internet e-commerce.
School of Management, Zhejiang University , Some courses of the “New Retail Leadership Training Course”
Whether it is a commercial attempt by Changsanyuan in the field of content e-commerce, orRelevant training courses of various colleges and universities can be regarded as a kind of sinking in academic circles. This is the footprint of content e-commerce in academia, and it is also the impact of the economic logic of the bottom layer on the superstructure.
When everyone is looking for sinking, it is actually an ascent.
Standing in the wind and waiting for money to come
People in the industry believe that before 5G truly realizes the scene and the sense of substitution, it is not the era of content e-commerce in the strict sense.
Compared with Taobao’s 16-year history, content e-commerce is still a new concept. The multi-party forces involved and the entire market are still in a relatively disordered state, but this does not prevent the related industries from flourishing.
After three years, the changes in the field of e-commerce live broadcast are obvious and have formed a foreseeable trend.
From the perspective of the supply chain, the types of bases have begun to diversify. In addition to traditional clothing and beauty, food, jewelry, home appliances, and even real estate are moving closer to live broadcast. The addition of big brands and established brands has improved the quality and quality of live broadcast products. Quality has attracted new users.
From the perspective of MCN and the anchor, the head effect is more serious. Weiya and Li Jiaqi have more fans than the 3rd to 50th anchor, and they have also become the entrance of Taobao traffic promotion.
From a platform perspective, Taobao will encourage more new anchors and new merchants to come in and provide certain traffic support; small and medium platforms and subdivided vertical platforms will enter the market and participate in dividing the market.
Image source: ifeng
If you take a closer look at the impact of content e-commerce on Hangzhou, the results will be more profound than they appear on the surface. It is not only business models that enter the transition period, but also people’s perceptions.
Lingjie, the general manager of Huamu Yuge, has worked for Alibaba for nearly ten years. He successively worked in the 1688 business department, the communication business department, and the nail business department, and later served as the head of home appliances business in the leisure fish business department. .
Like Lingjie, more and more Ali Xiaoer (referring to Alibaba’s staff) leave the company and enter the e-commerce live broadcast field to start their own businesses. After all, in this industry, the name of “Alibaba” is more useful than any education and experience.
Golden Dragon was a second-year student in Alibaba’s Guangzhou Division. Today, he is the founder and CEO of Hangzhou Meizun Technology Co., Ltd. His wife is a former Amoy girl and has also been a Taobao anchor.
Golden Dragon tells HedgehogCommune, in his circle, many entrepreneurs have inextricable relationships with Alibaba. First, because of the earliest exposure to e-commerce, it has rich industry experience and network resources; second, because the industry is developing rapidly, more talents are needed to lead the market, which provides more opportunities for independent individuals.
More importantly, this market is far from being saturated. “Taobao’s goal is to make the entire Taobao user become a Taobao live broadcast user. The Taobao App’s daily life is now around 100 million, Taobao Live’s daily life is only 20 million, and search traffic has not been released. There is room for growth. “Jin Long told the Hedgehog Commune.
Standing on the hill just after the wind, all people have to do is wait for money.
Take Jinlong’s company as an example. Its main business is short video and e-commerce live training. The cheapest course tuition is about 4,000 yuan. Since its opening in March 2019, there are about 40 trainees in each training session. The current course has been launched in the 27th session, affecting more than 2,000 anchors.
After zooming in from Taobao to the entire e-commerce industry, you will find that the fate of more people has entered a corner.
Before returning to China, Li Ang worked as a screenwriter in the United States. He frankly said that as early as a few years ago, he “saw” vibrato and quick video content.
However, the changes in recent years have been too great. Short videos have become more than just entertainment tools. They have also become an important media, and even promoted the transformation of the entire advertising industry. There is great development potential among them, and a lot of talents and enterprises are needed to fill the gap.
Traditional film and television are becoming increasingly saturated, and short videos and live broadcasts are very busy. How can young people who are sensitive to the times not see the stakes in them. More than a dozen anchors under the Industrial Park are also very good at this situation. “Internet celebrities don’t make less money than artists. Young people in the post-95s and post-00s see very clearly. Since they can make this money, why should they go up (become an artist)?”
Either active or passive, more and more people are entering the game. They gathered in the villa area on the outskirts of the city, the big market in the city center, and scattered shops and houses around Hangzhou.
Everywhere, there is only one goal for everyone. 2020 has just begun.
(Li Ping is a pseudonym in the text)