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Youku: Video platform delights viewers with top quality cultural content

Willing to pay for quality, consumers embrace membership models

视频平台以高品质文化内容取悦观众

消费者愿意为高品质买单,乐于接受会员制模式

 

Youku is a leading digital and cultural entertainment platform in China. Since 2015, it has been part of Alibaba, the giant e-commerce and social network ecosystem. Mr. Yang Zheng (Tony), the Senior Vice President of Alibaba Digital Media & Entertainment Business Group, focusing on creating and marketing innovative digital content to accelerate the growth of China’s entertainment industry.

优酷是中国领先的数字文化娱乐平台,2015年被电子商务和社交化网络生态系统巨头阿里巴巴纳入麾下。阿里巴巴文娱集团高级副总裁杨振负责管理优酷,主要着眼于内容创作和创新性数字内容营销,以助推中国娱乐业的发展。

 

COMPANY AND MARKET

公司和市场

How do you define the core mission of Youku?

您如何定义优酷的核心使命?

People are spending more and more time on the internet, and nearly half of it is spent on digital entertainment. Our mission is to create a holistic digital entertainment experience that helps young people in China achieve greater happiness through visual, auditory and kinesthetic experience. Digital entertainment reflects and shapes how young people see the world and thus we believe we shoulder an important mission to help make entertainment for young people more positive.

中国消费者在网络上花费的时间越来越多,其中近一半时间都花在数字娱乐上。我们的使命是创造一种全面的数字娱乐体验,帮助中国年轻人通过视觉、听觉和动觉体验提升幸福感。数字娱乐能够反映并影响年轻人的世界观,因此我们认为,为年轻人提供更加积极向上的娱乐内容,是我们肩负的重要使命。

 

How does Youku fit with Alibaba?

优酷如何融入阿里巴巴?

Youku is one of the two core platforms of Alibaba’s digital entertainment group, which is available for mobile, PCs, and over-the-top devices (OTT). Youku offers various content formats including, but not limited to, Youku original content, licensed content, live shows, and virtual reality.

优酷是阿里巴巴文化娱乐集团的两大核心平台之一,可在手机、个人电脑和OTT设备上使用。优酷为观众提供多种多样的内容,包括但不限于:优酷原创内容、授权内容、直播和虚拟现实。

 

How is Youku content changing to keep up with evolving viewer interests and attention spans?

优酷如何调整内容,以适应观众不断变化的兴趣点和注意力时长?

Chinese consumers’ demand for content is experiencing a shift from volume to quality. Youku is driving the escalation of both quality and volume of content consumption, and continuously improving the content quality and the ecosystem of China's entertainment industry. Youku put forward the concept of the "super episode," which depends on the highest quality production values. We believe that in the future, the boundaries between online drama series and TV series will gradually disappear.

中国消费者对内容的要求从量变到质变。优酷在质量和数量上共同推动内容消费升级,并持续提高内容品质、完善中国娱乐业生态系统。优酷提出“超级剧集”的概念,它代表着超高的制作水准。我们相信,在不久的未来,网剧与电视剧之间的界限将逐渐消失。

 

Can you provide some specific examples, please?

能举几个具体的例子吗?

Youku divides drama series into three categories for different target audiences, broadcasting media and business models. These include: (1) prime time TV series focused on family happiness, (Revenue: primarily advertising); (2) super TV series, mainly broadcast on the internet and possibly in movie theaters (Revenue: advertising and membership); and (3) internet exclusives based on viewer demand, targeting primarily young people (Revenue: membership).

优酷根据不同的目标观众、播出媒体和商业模式将剧集划分为三类:(1)黄金档“合家欢”电视剧(收入来源:主要靠广告);(2)超级电视剧,主要在网上播出,也可能在电影院播出(收入来源:广告和会员制);(3)根据观众需求播出的网络独播剧,主要针对年轻观众(收入来源:会员制)。

 

What changes do you anticipate in 2018?

您预计(视频平台)2018年会发生哪些变化?

We believe that in 2018 online variety shows will enter the blockbuster era, as development accelerates and polarizes into a dumbbell effect, with expanded variety of content for both mass and targeted audiences.

我们认为,2018年网络综艺节目将进入“大制作时代” - 发展进一步加速,并呈现出哑铃式的两极分化状态,面向大众和目标观众的内容都会更加丰富多样。

 

 

BRAND BUILDING

品牌建设

In this growing and competitive market, how does Youku differentiate from competitors like iQiyi and Tencent Video?

在这个增长快速、竞争激烈的市场,优酷与爱奇艺、腾讯视频等竞争对手相比有何独特之处?

We believe that the future of the entertainment industry depends on the combination of content and technology—a mixed model of Hollywood and Silicon Valley. We do not think and act as a simple video content platform. We operate Youku in the context of the Alibaba ecosystem, which is an important competitive advantage. Over the past year, taking advantage of Alibaba’s technology expertise, Youku made a series of improvements to the user experience, enabling users to have a smoother high-definition viewing experience.

我们认为娱乐业的未来发展有赖于内容与技术的结合——即“好莱坞+硅谷”的混合模式。我们不会像一个单纯的视频内容平台那样去思考问题和采取行动。我们在阿里巴巴生态系统中运营优酷,这是一个重要的竞争优势。过去一年里,优酷充分利用阿里巴巴的技术专长,在用户体验方面做出了一系列改进,为用户提供了更流畅的高清观赏体验。

 

How do you recommend that companies can best use video to build their brands?

您认为企业可以如何最有效地利用视频手段来打造品牌?

As with all their viewing, consumers want to see brand content with a better story, more resonating emotions, and more sophisticated production. Brands can also make the consumer video experience richer and more innovative. Viewers can interact with brand content from a single screen or multiple screens.

和观赏其他内容一样,消费者在观看品牌内容时想要体验到的也是更精彩的故事、更动人的情感和更精良的制作。品牌也可以让消费者的视频观赏体验更加丰富充实、更具创新色彩。观众可以通过单屏或多屏的方式与品牌内容进行交互。

 

CONSUMERS AND THE CHINESE DREAM

消费者和中国梦

How are Chinese consumers changing in the videos they watch, and how and when they watch them?

中国消费者在视频观看方面呈现出怎样的变化?他们是以何种方式、在何时观看视频的?

People are more and more willing to pay for good content. Membership models continue to expand with the introduction of excellent content and exclusive member opportunities. It is estimated that by 2019, user payment will account for 38 percent of total video industry revenue.

人们越来越愿意为好内容买单。随着优秀内容和会员专属特权的推出,会员制模式不断普及。我们估计,截止2019年,用户付费收入将占到视频业总收入的38%

 

A premiumization trend today crosses many categories. How does it affect Youku?

如今很多行业类别都呈现出高端化趋势。这对优酷有什么影响?

Youku plans to lead the revolution of digital entertainment industry, and to truly become young people's “first and must go” place for digital entertainment content and experience. As consumers in China are also pursuing "quality" and "branding" of content itself, Youku pioneered the concept of super episodes with film production quality. The success of these series confirms our belief that the market is hungry for high-quality content.

优酷希望能引领数字娱乐业革命,并真正成为年轻人获得数字娱乐内容和体验的“首选和必选”平台。由于中国消费者还追求内容本身的“品质”和“品牌化”,优酷率先提出“超级剧集”的概念,意指能达到电影制作品质的剧集。这些剧集的成功坚定了我们的信念,那就是市场渴望看到高品质的内容。

 

The successful miniseries The Great Shokunin suggests there is a growing appreciation for Chinese craftsmanship (as a balance to modern materialism). What are the most popular genres and what trends are driving their popularity?

微纪录片剧《了不起的匠人》大获成功,说明中国手工艺(作为对现代物质主义的一种平衡)日益得到了解和欣赏。哪些节目类型最受欢迎,是什么趋势带动了它们的流行?

A program succeeds because it satisfies the user's emotion and makes others think that user has aesthetic good taste. On the other hand, young people are also looking for more knowledge. Viewers are looking for a benefit for their time invested—the pleasure of listening to an interesting conversation, or watching beautiful scenery, or learning about history, for example.

一档节目能够成功,是因为它满足了用户的情感需求,并且让其他人觉得用户有着很高的审美品位。另一方面,年轻人也在寻求更多的知识。观众希望自己投入的时间能够换取某种收获——例如,倾听精彩对谈的乐趣、欣赏优美景色的愉悦或者了解历史文化的满足感。

 

The Chinese Dream is in part about restoring China to its historic stature as a global leader. Is Youku active overseas? Does it have international ambitions, and if it does can you please elaborate?

“中国梦”的内容之一就是重振历史上中国全球领导者的重要地位。那么优酷是否也活跃在海外市场上?又是否订立了远大的国际发展目标,如果有,您能否详细阐述一下?

The cultural industry is undergoing robust growth in China, and we believe the export of high-quality content will help people around the world gain a better understanding of the soft power of China. For example, we recently signed an exclusive deal for Netflix to distribute our online drama series Day and Night to audiences outside of China. It will be distributed to over 109 million subscribers in 190 countries and regions around the world. We believe Youku can be a pioneer and become a leader in driving this initiative.

中国的文化产业正在蓬勃发展,我们认为输出高品质内容有助于世界各地的人们更好地了解中国的软实力。例如,我们最近签署了一项独家协议,授权Netflix在中国境外发行我们的网剧《白夜追凶》,从而将这部剧集带给全球190多个国家和地区超过1.09亿的用户。我们相信优酷能够成为推动这项事业的先驱和领导者。