Youku Weiming: It's all yours, it's not ecology is God

The vocabulary "IP" that came into being under the "Internet thinking" seems to have replaced the trend of big data and become a necessary resource in the industrial chain of cultural products.

It can be said that today the entire industry is IP mad, and some people even spend 5 million to buy a raw IP that has not yet been developed. The IP hot phenomenon brings copyright prices to “higher prices”, and some television production operators have already shouted that they cannot stand.

Youku Weiming, president of the company, seems to be looking further into the future. Taking online literature as an example, he advocates starting with IP and let those who write are the first to get rich. "Why are the latecomers earning a lot of money and the creators are too poor to die? This should not have been the case."


“In the past historical stage, the more you make money near the user’s end, the less money you make far away from the user’s end. The person who writes is the most dying and least desirable, but the person who writes is often an IP. From the starting point, he built a worldview that really fascinates everyone.I'm a reading user who likes to read books, and I'm willing to see these people get rich and willing to see the text start to get the honor, rewards, and benefits it deserves. ”

Recently, Wei Youming, president of Youku, was interviewed by the reporter. After Youku Tudou Group established nine industry structures, Wei Ming rarely interviewed him and talked about the idea of ​​Youku and the unique views of the self-made net dramas that the market is concerned about.

Q: This recent series of Xiaomi and Leshi are talking about the ecology. It's about the creation of culture and entertainment ecology. What do you think?

Wei Ming: Each ambitious company wants to build an ecology, but what is the real ecology? In the diversity and open environment of the culture and entertainment industry, this is ecology. In the natural world, species are diverse and open to each other, and the food chain has upper and lower reaches. This core is ecology.

Youku ecologically does not mean that we have done everything. It must be something that we do, and leave an interface with others so that others can live better. This is the ecology we understand.

The competition in the local competition, the cooperation of local cooperation, this industry survived. It's all yours. It's not called ecology. It's called God.

Q: Youku Tudou Group has established nine centers. After this change, do you think that the future development advantages of Youku should be focused on? Where is your future planning and business focus?

Wei Ming: Decentralization , this is the first direction. Second, small groups fight.

Each business unit is able to complete its own closed-loop business and gain a stronger competitive advantage in its competitive area. The combined federal system will gain the maximum benefits and vitality.

The competition in the Internet is no longer a point-to-point competition. It is a competition of layout and layout. There is a so-called wider layout among several large mountains or between several big groups. What is the best way for a warship to survive? Become an aircraft carrier. This is the new competition model under the Internet mechanism.

One of Youku's core assets is branding, distribution capabilities, continuous production of teams and UPGC users' perceptions and habits, ability to scale into income, and the ability to diversify revenue. Each BU will be an independent and healthy company.

Q: What kind of development model is the "Xianjian Inn" launched today?

Wei Ming: Prior to this, "Xianjian Inn" was a mature game development, not a mature video IP.

The first is to maintain a strong sense of network. Behind the work is a production team with a sense of network plus elite industrial capabilities. The producer of Youkufang at Legend Sword Inn is the producer of “Unforgettable”. Many of the details are combined to see the shadow of “Last Never Thought”.

At the same time, there must be a relaxed and flexible creative environment, support, and investment. For the insight of the content, the trust of the team and the maintenance of the creative space can be combined to launch a full-featured network of works to make an explosion.

Thirdly, from the perspective of law, the development of future IP is a process of comprehensive development. It may be based on a net drama. The next step is a TV drama, and then the next step may be directly after the movie or even a drama. The back is the TV drama. This is the perspective of IP's vertical development. Each year's network drama, its own time rhythm is also a series of development opportunities.

In terms of landscape, apart from the drama, it is likely that there are comics, stage plays, and offline paradise scenes. The development of an IP has become a comprehensive development. The situation of a fish and a N eats is not two eating and three eating.

In the past, we often joked that we were a group of 70s and 80s with 80s and 90s afterwards. This is the argument of 3 years ago. It is not now, 00 is later. The output of future production teams must be a mix. It is precisely because of this that it has adapted to the new generation of 85 to 95 young viewers.

Q: "Xianjian Inn" is also a comedy. Is comedy a favorite choice for Chinese netizens or is it due to the limitations of the entire video website production capability and production level?

Wei Ming: TV dramas are not a completely open creative environment. This is a fact. Under these conditions, what aspects of life are more realistic issues.

What is the event or topic that forms the explosion effect on the Internet? Not all of them are happy with the air, and the rapid spread of happiness is the current mainstream theme on the Internet. If you really respect the audience's choices, you must follow the trend of creation.

Q: How cool is Youku's homemade drama? To what extent? Now there is a point of view that the drama has entered a super-net drama era. Whether it is the scale of funds or the level of production has reached a higher level than ever before, has there been any adjustment in Youku's self-control strategy, and how much is the increase in input throughout the year?

Wei Ming: Several hundred million. Is it expensive to spend more money? Is spending more money a good work? No, give a worthwhile work.

Youku really cares about the value and quality of the drama itself, respects the laws, and makes corresponding investments according to the resources needed for the product. The big shot is resolutely big shots, and the province saves it. This is a creative attitude of ours.

Of course, spending as little as possible is better. No matter how proud it is to burn money, we are proud of making money and are ashamed of burning money. I think so, and the management team does the same.

Q: Is there any good way to cost recovery?

Wei Ming: Whether it is self-produced dramas or the purchase of super IP, and the outsourcing of big plays by advertising is not reliable, in fact there have been new opportunities. The penetration rate of e-commerce development has been very strong.

How to make the potential users of each product really realize the value of this product in a new competitive environment, relying on a simple TVC is not enough to convey the true content and concept of a product or a brand.

The best way is to find a platform that can infiltrate the user's mind for a long time. The best way of this platform is film and television works. The e-commerce must be an industry closely related to the beginning of the creation of the current film and television drama.

The other is online games or mobile games. It is the diversion direction of the two TV dramas or the interactive direction. It is a strategy to diversify and develop an IP recycling channel. In fact, we have been doing it. You will also see “Xianjian Inn”. With the launch of the game.

Q: The production of traditional film and TV dramas is a producer-centered system. Is the Youku project team also a producer-centric system?

Wei Ming: In the field of creation, we hope to make up the producer's central system, called the studio system. In fact, in essence, it respects the producer and respects the field of creation.

Create, distribute, and promulgate business lines for joint operations and fight with each other; small teams have flexible operations, which is to play positions and sports battles. This is a completely different style of play. The structure is still quite complex. The business is also very diverse.

Q: The biggest difference from traditional TV stations for Internet companies is that we can see casualties when we fight.

Wei Ming: The most essential difference between us and traditional television is that we can see the audience.

Q: How can data be used to guide homemade drama production?

Wei Ming: The transparent and rapid flow of data is the greatest competiveness of Internet companies. Which company makes data transparent, allows data to flow quickly, and efficiency becomes faster.

The same is true for management. Do not let your team control data and control information. The asymmetry of information will be used as a source of power. If it is such a corporate culture, it will certainly die.

It is often better to exchange data as soon as possible so that information flows as soon as possible. My style is to open up, block the blood vessels to clear, after the dredge, things go in a good direction to develop.

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