On November 1st, the Mango TV2018 Investment Conference with the theme of "Young, Come with Me" was held in Beijing. From the "full-screen acceleration" to the "running youth together," and now to "young, come with me", the theme of the China Merchants Association will change every year. You can see that the "love" of Mango TV has become more influential for young people. marrow.
Indeed, the era of Internet video competition, Mango TV and Hunan Satellite TV's rise is very similar to the line.
The latter took the lead in launching the "young man" flag in the midst of the star's wave on the integrated channels; today, young women users surpass the industry average Mango TV and create a vibrant, stylish, and quality label. .
Obviously, the course of the two is different. As Luo Jianhui, Director of the Network Department of the China Merchants Association, said, Mango TV has achieved a unique success in the field of audiovisual media.
Luo Jianhui, Director of Network Audiovisual Program Management Department of the State Press, Publication, Radio, Film and Television Bureau
In the first half of this year, Mango TV turned profitable and became the first platform in the industry to realize profitability. The new CEO Cai Huaijun was excited to point out that “in 2018, our goal is to double the size of the content this year. When everyone is in the When we spend money on content, we still insist on doing our own content. At present, the percentage of time spent on user-generated content is more than 50%.
Mango TV never stopped. It is reported that, based on the accurate analysis of young users' preferences, Mango TV will create six parent gold bands, suspense intellectual program bands, cool cultural program bands, new emotional program bands, mango series, and customized advertising bands in 2018. The show belt will eventually form a mango self-made variety and ecological ring.
Mango TVCEO Cai Huaijun
Prominent young and female users, vertical route breaking through swiftness
What onlookers are curious about is the magic power of the six programs. Will the parent-child, suspense, cool culture, etc. segment allow Mango TV to accurately capture the target population and sustain the continuous acceleration of Mango TV?
First of all, we can look at Mango TV's performance from single-player to unique strategy transformation in the past year.
According to the bone network video data, in 2016, Mango TV produced a total of about 10 files, but there are 4 files that broke into the TOP10. In the same year, in the first half of 2017, the "Star Detective 2", "Mom Superman 2" and "Deformer" both broke 1 billion, and all 3 programs ranked in the top 5.
Today, only 7 episodes of "Where is Daddy?" have reached 3.54 billion.
Breakthroughs are fast and powerful. They are not expensive and expensive. They are the two characteristics of Mango TV's self-made variety team. The former is tactical, and the latter is strategy.
"Hunan TV is a front-line TV after all, and it has a very big influence. Its variety shows will be more mainstream and more popular, so we will do a more refined and group-oriented program like "Star Detective." Zhou Shan, general manager of the Mango TV Program Center, elaborated on his own program strategy.
"Baby's New Friend", "Mom Is Superman," "Where Dad Goes," shows the emotional core of soft innocence, child-raising education, parent-child relationship, and husband-to-peer relationship. It has triggered a female-dominated family audience resonance; "Star Detective" “Escape from the Chamber†and “Survival in the Dark†focus on plots and logical reasoning, focusing on young white-collar high-chief businessmen.
According to Wei Feng, general manager of East China Division of Ereli Group, the proportion of female users of Mango TV (TGI=154) is much higher than the industry level, and after the young age of 90 (TGI=122), it is much higher than the industry standard and the per capita daily time ( 103 minutes) ranked second in the industry, and the number of variety shows covered 46.2% of the overall video industry.
The high-viscosity users of young users and female users have become the core audience of Mango TV, which coincides with the main audience of the six major programs.
The net comes into the shuffle year. Only two types of programs can survive. One is the explosion of IP, and the other is the vertical explosion.
With the rationalization of the network market, it is even more difficult to create explosive models. Mango TV has both a high proportion of vertical users and the ability to continuously produce vertical, high-quality IP. It is the only video site that may break through vertical routes.
Promoting the studio system and fostering continuous innovation
Obviously, innovation is the only momentum that continues to maintain the uniqueness of the platform and promote verticality. In the "Counter Strike" of "Star Detective," Mango TV tasted the sweetness of innovation.
In fact, parent-child, suspicious intelligence, and the “cool culture†after the 00 are the three major weekend program belts, which are the three vertical plates that mango TV has invested most in recent years.
In early October, some netizens revealed that “Star Detective†will be completely upgraded in 2018, will be renamed “National Detective†and landed on Hunan Satellite TV, becoming Manga TV’s first-line feed TV variety show; subsequently, the side of the investment information of China’s TV confirmed this. A "guess" - not only landing Q2 page, but also mango Taiwan has always been clothed "heavy soldiers" Saturday period.
The parent-child variety show "Mom is a Superman" and "Baby's New Friend" are based on the mother's parenting and child-raising each other. The exploration of "Where is Daddy?" is further advanced, reflecting the innovation of mango TV self-iteration.
The netizen's expectation of the "cool culture" variety show can also be found in the "2017 Happy Men" body - "95 after the master", "to judge", "the strongest momentum build" and other new concepts, making the game system play Completely refurbished, it should be called "new program" more than "old IP".
Of course, making one or two explosive funds cannot be called “deeply cultivating vertical content†and has the ability to continuously produce high-quality IP. As a result, Mango TV's creation of the "programme band" is not only driven by economies of scale, but also has the vision and confidence to cultivate sustainable innovation capabilities.
On the scene of the China Merchants Association, Cai Huaijun announced that "in order to continue self-control, we have begun implementing the studio system this year so that people who are devoted to content will have the greatest degree of respect in Mango TV, giving them maximum room for growth."
Backed by Mazhashan, it has a top-notch content production team in China, sharing mango ecological production capabilities, and recruiting top-notch teams in an open mind to promote original high-quality IP development.
In the unique transformation from single broadcasting and the advantages of in-system production have gradually been catching up with social enterprises, Mango TV has a very clear premise for itself: Sustainability can only be sustained, and continuous innovation can win in stability.
Doing the vertical game "Glory King" and spared no effort to create an ecological mango
“When the gorgeous leaves are gone, the context of life is clearly visible.†When the user’s dividends gradually fade away, the high-end gameplay of the video industry really begins. There is no doubt that verticalization is not the exclusive gameplay of Mango TV.
According to the “Aurora Big Data†report, as of July 2017, the size of China Mobile’s video app users was approximately 642 million people. In the same period of last year, this figure was 669 million.
This means that the "price-for-money" user battle is coming to an end, and the second half is the era of "Nuggets users," and the "vertical users" with strong stickiness are certainly the Nuggets' focus.
In just one year, vertical content has become the new favorite of the Internet industry. Do not become a portal-type platform on a taller platform and turn to operate one-and-a-half-acre grounds. Can Mango TV achieve the goal of becoming a platform for the entire industry?
In fact, while the "show band" heralds the verticalization of the content section, Mango TV has been making every effort to create an eco-friendly mango compared to individual combat in the content field.
Relying on the content but out of content, in 2016, Mango TV's hardware and software cooperation continued: mango Internet TV, mango video phone, independent research and development of MUI operating system, and the combination of software and hardware with Ali living room entertainment, etc., all made Mango TV Some sort of "snowball" body - only the internal pinching is strong, it can only get bigger and bigger.
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