Iqiyi is release multiple confidence

"Cang Lan Jue" in the summer of the summer, we can easily notice it. However, the whole set of logic of "phenomenon -level drama development" is actually a meaning that is worth thinking about.

For example, the star gravity of the star -in 2019, the unknown star gravity at that time made a "There is a Ling Sword Mountain". According to rumors, iQiyi used this drama to exchange the distribution of "Qingyu Year". Of course, the final result is that both dramas have become: the latter is the kind of burst of the big production, and the former is the kind of efficient success. The kind of bright in front of people.

此后，恒星引力又做了《怪你过分美丽》，还是爱奇艺独播，口碑也不错；直到2022年，凭借着一部爱奇艺独播《苍兰诀》，连带着这家公司、 Even CEO Wang Yixu became hot together.

Wang Yixu once used the founder of iQiyi and CEO Gong Yu as the cover of the circle of friends. Normally.

Iqiyi understands the content, and the production company also recognizes iQiyi -this is not a "cold knowledge" in the industry, and it has also continued for many years. For iQiyi, the outside world should also take it as "should be done" and "should be maintained". What is more concerned about is the report of the first issue every 3 months. After all, as a representative of a long video listed company, people care about iQiyi or not make money, and once I have more than iQiyi can do.

The founder of iQiyi, CEO Gong Yu

This is inevitable and should be. Therefore, when iQiyi surrendered the profit answer twice in 2022, we can finally use the latest "2022 iQiyi IJOY Yuexiang" (hereinafter referred to as the "Yuexiang Club"), and then look forward to it. Look at iQiyi's path to the road:

First, how does iQiyi do it; the second is the value level, the long -term operation of a long video platform, where does the core value come from and how to maintain it; the third is the industry level. What confidences are the operation of all aspects of the industry.

After profitability

In a very ridiculous thing, this is the first time that Dr. Gong is the first time that he has held the "Yuexiang Session" stage that he has held every year as "a profit -listed company CEO".

Naturally, Gong Yu focused on the strategy behind iQiyi for two consecutive quarters of financial report profitability. He did not use the "pressure test" to describe this in the first half of the year. Throughout the first half of the year, iQiyi's theme was "open source and throwing, turning losses into profit", and after two profitable financial reports, the strategy of the second half of the year can become "calm growth".

The founder of iQiyi, CEO Gong Yu

Inside the industry, many viewers who do not need to care about the industry know what stories of iQiyi experienced the last Yuexin meeting. "Open source throttling" is just four words, and the process contains some ruthless broken wrists, and even reorganize the business.

The layoffs at the end of last year involved almost all the business modules of iQiyi; at the beginning of this year, the goal of making a year -on -year profitability was proposed directly at the financial report. Even when Wall Street is discussing iQiyi "to complete the profit in the second quarter or the third quarter", iQiyi has unexpectedly achieved the goal in the first quarter, and keeps in the second quarter financial report that has just been released. Metal data.

Poisonous eyes (ID: Domottumou) have previously analyzed articles that iQiyi narrowed from losses to profitable, and node nature is very obvious, but it also means the arrival of new challenges.

This is the role of "stress test" in Gong Yukou, a "calm science student". Various data in the first half of the year can give iQiyi a clearer path: the "calm growth" period after running the profit model, iQiyi On the one hand, it can increase content input and allow more audiences to see richer and more diverse subjects; on the other hand, it will increase market investment, including content (content marketing), brand (brand marketing) and new users (Continue to pull new work) and so on.

Gong Yu, who has always showed the appearance of "emotional stability" internal and external, has indeed demonstrated a professional manager who has personally personally read various reports and cares about users MindSet every day. Whether it is a sub-brand matrix composed of "Kiwi TV-iQiyi Speed ​​Edition-iQiyi International Edition", or under the matrix, the use habits and consumption habits of members and non-member users, they are enjoying It was explained again at the meeting.

看似不那么宏大内容，甚至偏细节的内容，在悦享会上由龚宇来讲述，一方面是龚宇的工作习惯，另一方面也对应着爱奇艺对“平台”本质的理解：平台， Especially long video platforms are used to connect users and provide content.

Regardless of the composition of the revenue in the financial report or the explanation of "what to do after profit", at this stage, the direction of iQiyi and what is doing can be said to be clear.

The return and continuity of value

For iQiyi, the "Yuexiang" is also an annual marketing meeting. To put it simply, iQiyi shows his "what is", and potential customers find "what can I get."

As a long video platform, iQiyi shows its own content. At the scene of Yuexiang, iQiyi released 235 works, which covers many fields such as episodes, variety shows, movies, animation, games, sports, and other fields. Taking the episode as an example, many projects that are expected by the audience at the meeting, such as "Big Examination", "Cyclonus", "Balloon Lightning", "Dragon City", "Boys", "Dragon City"; Or focus on "Huaxia Legend Story", "Changfeng Du", "Changfeng Du", "The Silk Case of Daming in the Microscope", "Xinchuan Daily", "Ning An Ru Meng", "Fox Demon Little Red Mother Moon Red Article" and so on.

In addition to the three major theaters labels of the foggy theater, love theater, and small teasing theater, under the needs of users, iQiyi will also launch the "Pickling Limited Mad Flower Series" female webcast drama and "condensation plan" The many epic and classic giant systems created, as well as a new theater with innovative audiovisual narratives, will be announced at the "iQiyi World · Conference" next year.

A seemingly upside -down phenomenon is that under the guidance of "open source throttling, turn losses into profit", the project produced by iQiyi has the excellent rate and popularity. There are 5 works that have broken 10,000. In addition to "Yanxi Raiders" and "Resessing", "The World", "Cang Lan Jue" and the latest "Punishment" are the latest works in 2022.

The "return content value of the entertainment market" has become Xianxue. Wang Xiaohui, president of iQiyi Chief Content Officer and Professional Content Business Group (PCG), summarizes this as "four returns" and "four still". To sum up Both content and good business returns have entered a benign mutually beneficial track, and these are a point that the content industry itself should be done and can be done.

IQiyi Chief Content Officer and Professional Content Business Group (PC

In the field of business results, Iqiyi has ushered in greater changes. 21 variety studios (2019), now only 10 are left. "".

But even so, "China Rap Peak Duel" can still become the most summer market share of variety shows (data source: Cool Cloud & Lighthouse Variety Summer Report) with an overwhelming advantage. , "The annual comedy contest 2" and "Band's Summer 3" can also be "not first exploded".

Iqiyi does make a lot of choices in variety shows, including teams and projects, but this also explains that some choices need to be made, and high -quality, head works influence is It will not disappear because of changes.

Whether it is the lively of this summer drama, or people's reactions to iQiyi to broadcast dramas and variety shows, in fact, the truth is actually confirmed: from ancient times to the present, from poetry to literature, from the possible "Yuan universe" from film and television dramas in the future of film and television dramas The pursuit and discussion of content has not changed. Wang Xiaohui also said, "the era of high premiums of long videos still exists."

Under this premise, in recent years, the "shock of short videos" commonly used in dying videos has become increasingly not much of the truth -people have gradually discovered that the content that can be discussed by the whole people still comes from high -quality long videos. Essence The higher threshold for long videos also points to higher social effects, and even point to higher commercial ceiling.

What's more, when iQiyi reached a strategic cooperation with Douyin, after taking this step forward in the integration of length, there will be more room for imagination in the future.

Between confirmation and uncertainty

Every time you come to the iQiyi company in Sanlitun, Beijing, you can be attracted by the vision slogan on the wall. At the meeting, Gong Yu once again explained the meaning of "being a great entertainment company driven by scientific and technological innovation".

Gong Yu said: "'Great' has two meanings: the first layer is large, high, and many users; the second layer is to hope that we provide entertainment services to allow everyone to obtain positive benefits and leave everyone to leave everyone. More positive thinking. "

Gong Yu's speech this year, clarifying the "traditional business" and "next -generation business" currently doing by iQiyi, and strengthened the cloud theater, intelligent production, overseas business, casual business, VR/AR, and even Web3 The idea and practice of .0. Of course, these future content is still based on the content production business in traditional business.

In many industries including entertainment, technology is a well -deserved productive forces. But it is precisely in the entertainment industry, technology, and Internet concepts in the past ten years, have been confirming that it is not universal. The reason is that the manufacturing of the content is not to create a can of cola and a bottle of shampoo. It is not sure, and it is accompanied by accident.

However, it is precisely because of the overall uncertainty that more industry entities, especially the platforms such as direct face users such as iQiyi, and at the same time obtaining benefits from the audience to find the certainty of uncertainty.

Earlier, industries, including iQiyi, were not not criticized. In the era of horse racing, in the era of irrational competition, long videos have traveled around and spent a lot of money. , Or after the detours, what the industry can abandon and leave.

When people pay attention to the medium of long videos, they do have completed the migration from TV stations to streaming media. Whoever completes the transformation will be more obliged to make a summary. Once the detour has a lot of "efficiency experience" that is not applicable to the content industry. For example, the content manufacturing "IP+traffic mode" is excessive pursuit of efficiency, such as "large flow distribution on the side of advertising marketing, pursuing short -term ROI orientation" The thinking has been pseudo -proven. After 10 years of profitability, iQiyi has been achieved. It is difficult for us to use a macro dimension to measure its length or shortness, but from the results, we can provide confidence in many aspects of the test of key nodes. As a "platform for content", iQiyi shouted the slogan "Winning the content with the content" at his own marketing conference, which also corresponds to the return of value.

In terms of specific methods, whether it is the manufacture and content marketing, iQiyi has established a set of ideas and play. For example, the manufacture of content requires reliable partners. In the selection of partners, iQiyi has not only proved insights, but also proved to have a longer perspective. The close -related company is not an orphan at all.

All this is based on the understanding of content. Wang Xiaohui revealed that the mechanism of "one slow and two fast" has been established inside iQiyi. "Slowness is to be slow to prepare, fast is production and online." The slowness of preparation is not contradictory with the fast production and online, and it is in line with the respect of content and the correct direction of science and technology empowerment. To help the original IP to the final project, the formation of this mature system is beneficial to the entire industry.

It is certain that whether it is the "manufacturing of good content" or the "beneficiary of good content", it is impossible for iQiyi as a platform to "fight alone."

Wu Gang, senior vice president of iQiyi, said that at present, iQiyi has the advantages of two major marketing advantages of "National Content Platform" and "Science and Technology Empowerment". In the past, the marketing methods keen on the industry are failed. The "brand building" of effect can help business leaping cycles.

Wu Gang, senior vice president of iQiyi

The brand value is inseparable from the support of high -quality content. This is a logical closed loop with the overall strategy of iQiyi and iQiyi in the Yuexiang meeting. Because of putting the goal on "great", iQiyi can become a national platform and can achieve the coverage of various people and scenes; it is precisely because it can continuously provide good content that in a relatively difficult period, it can provide advertisers with The certainty of uncertainty, in the inherent value of long videos, find the balance between long -term and efficiency.

This closed loop point to a concentrated expression of iQiyi in this Yuexin: one hand connects the brand, connects the user in one hand, and creates popularity in many aspects of the lifestyle, emotional appeal, entertainment consumption, and other aspects. At the time of a goal, the brand value of long -termism and the brand value of brand marketing brought by the full -scale marketing of IP is naturally a confident thing.

"Confidence" is indeed important -iQiyi shifted from loss to profit, which is the confidence of the overall business narrative; iQiyi as a platform's performance and value in content, is confidence provided by users; The confidence of users and the confidence provided by advertisers is the confidence to promote the industry to continue to explore.

The more you come back to the truth, the more you need to be down -to -earth, but when everything can finally be based on confidence, a good start, why not conceive a good future?

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