The "Unforgiven: Internet Ecology + Film and Television - 2016 LeTV Film + Membership Strategy Press Conference" organized by LeTV Film was formally held in Beijing on December 29th. At this conference, LeTV Films announced its 2016 video content strategy based on internet and globalization.
It is reported that LeTV Films will provide 20 different types of movies for audiences, including young audiences, parent-children, and audiences, in 2016, and publish a global film strategy. In terms of ecological self-produced dramas, LeTV will make its own films. In 2016, it will launch a super strategy for Y-Pro strategy and super IP adaptation for young audiences, and launch several heavy-weight IP adaptations.
At the conference, LeTV members also released the 2016 membership strategy. According to data released by LeTV members, the total number of LeTV paying members has exceeded 12.2 million, and the income in the third quarter 15 years ago exceeded RMB 2 billion. A senior industry personage believes that this data has already taken a leading position in the industry. LeTV’s member paid income or exceeded advertising revenue, which proves that LeTV’s member service model represents the development direction of the industry.
The core of the traditional film industry is "attention economy". With the movie industry entering the "Internet +" era, users are more important than traffic, and the industry will move toward a new evaluation system: participation in the economy. It will strive to provide users with a sense of participation, rituals, pop and warmth. Le Zhao, vice chairman of the company’s chairman, and LeTV’s CEO Zhang Zhao, pointed out at the conference that LeTV will lead the film and television industry into the era of “Internet ecology + film and television†where all-terminal and full-video integration will take place.
The leap of this era is that the film and television industry will transform from a resource-centered manufacturing industry to a user-centric service industry. Senior industry professionals believe that LeTV's release of film and television content is sufficient to reinforce its leading position in the film and television industry, and its content and participation, online/offline integration services will also help its member businesses further lead the film and television industry into service 3.0 era.
Theater Service Revolution:
Breaking down industry barriers and joining theater service users
At the press conference, Li Kai, chief operating officer of Le Vision Films, pointed out that LeTV will launch a service-centric operating model, which will link online LeTV members with cinema members to jointly develop high-quality eco-film content. The entertainment content is dropped in the cinema as a member hall and creates scene services for the joint members.
In 2015, the total box office in China is expected to exceed 43 billion yuan, an increase of 45% over the previous year. Behind this huge growth in the market is that the average viewing frequency of Chinese movie viewers is only 0.9 times per year, and the attendance rate of cinemas is only 17.5%. There is still huge space for the market. At the same time, the online viewing habits of Chinese audiences are being developed and the market is developing at a high speed. The ecological mode of film and television interconnection has begun to take shape.
In order to better serve its customers, LeTV is promoting OinO's new model of cinema services and is working with cinemas to promote new business models from content marketing to scenario services. The on-line high-frequency active LeTV viewers will open up services and rights and open up content and scenarios. Through the joint membership of online users and offline users through the integration of content and scenes through the membership hall, the formation of a real scene service-oriented new value system.
In connection with the opening of membership benefits, the joint members will watch LeTV movies for free, and will also receive advance cinema spots and priority participation in celebrity meetups. At the same time, LeTV and the theater will jointly create a joint membership hall to achieve online and offline membership rights sharing, LeTV's priority road show rights, music as eco content free play in the theater, LePar ecological hardware experience.
Through the opening of online and offline services, cinemas are promoted from the limited shelf market to the unlimited shelf market, allowing users to experience the online and offline scene modes. LeTV’s proposed service-centric model is believed to bring about a change from single content marketing to scenario services. At the same time, the model of upgrading from joint membership to joint membership will also change the market landscape.
Eco-homemade:
30+ Self-Controlled Open Super-Strategy and Y-Pro Strategy Sun Moonlight
At the conference, LeTV's ecologically self-produced dramas, with the slogan "Today is the first day of the future", released two important strategies for content in 2016, namely Super Strategy and Y-Pro Strategy.
The unparalleled sword was used as a metaphor for super IP in this conference. What is super? The answer can be found in a series of IPs released by LeTV: The mortals of the fairy mortals, mortals, celestial beings, gods of the gods, magical heavens, quests of the devil, no-character celestial scriptures, the Maoshan descendants of the Tomb of the Zombies, I am in Xinzheng. Shou Ling people, suspicious infertility class of the autochthonous language, the Bureau of Public Opinion and Information Bureau, different field investigation department and the funny passing through the lunch door incident. Super-named, super-popular, super fans, these super IPs will meet the audience on LeTV's self-made platform.
Movie content:
Focus Content Greets the "Internet Ecology +" Revolution
At the press conference, Huang Ziyan, vice president of LeTV, pointed out in his speech that the data shows that there are great potentials for development in the young audience market, children's audience market, literary youth and movie fan market. At the same time, the box office will reach 44 billion in 2015. While the overall film market is growing explosively, the domestic film market is still vast.
Based on this market situation, LeTV will continue to promote the Focus-based IP operation model, provide different movie products for different types of Focus users, and promote the integration of the big video industry to launch multiple Internet eco-film products.
In 2016, LeTV Films will launch 20 films, which will cover 6 youth films for young audiences, 7 entertainment films for 25-35 year old white-collar audiences, animated films for parent-child audiences, and two for the art market Ministry of Humanities records movies. At the same time, there will be three Hollywood giants, as well as the Great Wall of China for the global market and the landmark of globalization of Chinese cinema.
Member brand upgrades:
LeTV members enter the 3.0 era with service definition new model
At the press conference, Gao Jianming, vice president of the LeTV Group's user operation center, announced that the "Member 3.0" era in which services are king has arrived. LeTV 2016 member brand will be upgraded to family-oriented "super film and television members" and youth-oriented "music dimension film and television members." Currently, the total number of LeTV members has exceeded 12.2 million+, and LeTV’s paid income for the first three quarters has exceeded 1.8 billion. This not only indicates that LeTV members have become one of the most important supporting revenues for LeTV’s eco-business. Moreover, this data definitely lays the industry influence of LeTV's members. One of the paid revenues fully validates that LeTV's membership model has extremely high profitability, which is absolutely leading the industry.
LeTV's claim that the member's business has achieved these results is based on the fact that LeTV members have embarked on the “member + experienceâ€-driven member 2.0 era from the very beginning. Let's take the example of “hardware 0 dollar purchase†launched by LeEd Mall during the “9.19 Music Festivalâ€. That is, as long as the user purchases a full-time film and television member for a certain number of years, he can obtain free Super Hardware products exceeding the member's value. This is the use of bundled hardware terminals as a cost, to build the ultimate enjoyment of the viewing scene, so that members of the user to pay for the quality of service to create revenue.
At present, most of the industry are still content-driven member 1.0 models. The biggest drawback of the 1.0 model is that user loyalty is difficult to maintain, and the purchase of content requires expensive copyright purchase costs, and it is easy to fall into a vicious circle.
For the video service, in the member 1.0 era, it only satisfied the pain points that the user needed to watch more content, but did not pay attention to the viewing experience and quality experience; in the 2.0 era, with the integration of the terminal hardware, the user was satisfied. The "Content+Experience" requirement solves the problem of experience and allows users to enjoy cinema-like quality at home. However, as a member, as the best product for the service economy, members who have no service are still not the most perfect member model. Only when the service is continuously invested and brings more than expected value to consumers, can it be possible to be truly unbeaten in the industry. place. Therefore, at the press conference, LeTV members pointed out their own corporate vision: that is, in 2016, the first time to enter the 3.0 era! Through the combination of "content + experience + service", to create a sea fishing industry in the Internet sector.
The conference LeTV announced that LeTV's members will enter the first step of the 3.0 era and will soon be upgraded by LeTV's 2016 member brand, introducing two major brands. The original full-screen film and television members will be upgraded to "super film and television members", focusing on products for home users, is the eco-product of the large-screen television; the original mobile film and television members will be upgraded to "Legenduan film and television members", the main product for young people, is Based on the product of mobile ecology.
Under the theme of "not obeying or not accepting," LeTV members have proposed excellent content, quality experience, and scene-based services to provide users with more thoughtful and valuable services. Among them, the industry’s most differentiated ultra-high-end movie and television members, that is, members facing home users, divide the content into content exclusive to quality men, fashion women, and happy children through the concept of minutes, through “large hands and small handsâ€. The content, together with the “LTV Super TV†terminal and the “Quality-Quality†service, are dedicated to creating temperature-sensitive scene services that will make each home full of warmth and happiness; The young people provide participatory services and express their youthful spirit of independence and attitude.
The industry believes that LeTV will be connected with the temperature, with quality to accompany it, provide "content + terminal + scene" membership services, and create new life values. It is reported that LeTV blind booking activity is also on December 25 on the line, began booking an appointment gift package, December 28, LeTV members announced the price of booking activities, on December 29 announced the content of music as a member of the spree, New Year's Day at 0:00 on sale.
At the press conference, Li Xiaokai, Jia Nailiang, and the representative of Sweet Xin as a LeTV member also came to the scene. Together with Zhang Zhao, the deputy chairman of LeTV Holdings, they jointly revealed the connotation of two eco-gift packs for LeTV members and served as “2016 New Year's gifts†for live media, industry guests, and online fans.
Gift Pack One: LeTV Eco Platinum Membership Card, uMax120 Super TV, worth 499,000; LeTV Online Sports Event and Music Privilege, worth 48,000; Terminal change worry free privilege, worth 84,000; LeTV travel worry free privilege, value 30,000; music as the online and offline viewing service privilege, worth 10,000; music as healthy and worry-free privilege, worth 30,000 - a total value of 710,000 yuan, only 500,000 yuan.
Gift Pack 2: LeTV Super Movie & TV New Year's Gift Package, including 1 Super Video Card, worth 490 Yuan; Easy Car Cash Coupon, worth 350 Yuan; 32 Movie Tickets, worth 2560 Yuan; The coupon value is 200 yuan; LeTV Super TV coupon, worth 300 yuan - total value of 3900 yuan, for only 490 yuan.
Seven highlights of the conference
Highlight 1: The cinematic strategy of Le Vision Films in 2016 is internetization + globalization, which will provide audiences with 20 kinds of 20 segments of the same type; at the same time, LeTV Films will launch “6+13†globally represented by the Great Wall of Cinema. Film content strategy.
Highlights II: Let's Eco-Homemade Play will launch a super strategy for Y-Pro strategy and super IP adaptation for young audiences, and launch 30+ mini-level ecological self-made dramas.
Highlights 3: Let's eco-homemade will become a professional VR content provider, the drama mortal biography will launch VR album.
Highlights 4: The total number of LeTV members has exceeded 12.2 million, and members’ income exceeded RMB 1.8 billion in the third quarter of 15 years ago. The industry is absolutely leading.
Highlight 5: LeTV member brand upgrades: LeTV Movie Members for young users and Super Movie Members for home users.
Highlights 6: LeTV members will launch an eco-platinum membership card with a value of 700,000 yuan and a price of 500,000 yuan, and a super-video member gift pack worth 4,990 yuan and for only 490 yuan.
Highlight VII: LeTV will break industry barriers and join the cinema to launch a joint membership service to open up online and offline membership rights.
It is reported that LeTV Films will provide 20 different types of movies for audiences, including young audiences, parent-children, and audiences, in 2016, and publish a global film strategy. In terms of ecological self-produced dramas, LeTV will make its own films. In 2016, it will launch a super strategy for Y-Pro strategy and super IP adaptation for young audiences, and launch several heavy-weight IP adaptations.
LeTV's "Not Acceptable" Conference
At the conference, LeTV members also released the 2016 membership strategy. According to data released by LeTV members, the total number of LeTV paying members has exceeded 12.2 million, and the income in the third quarter 15 years ago exceeded RMB 2 billion. A senior industry personage believes that this data has already taken a leading position in the industry. LeTV’s member paid income or exceeded advertising revenue, which proves that LeTV’s member service model represents the development direction of the industry.
The core of the traditional film industry is "attention economy". With the movie industry entering the "Internet +" era, users are more important than traffic, and the industry will move toward a new evaluation system: participation in the economy. It will strive to provide users with a sense of participation, rituals, pop and warmth. Le Zhao, vice chairman of the company’s chairman, and LeTV’s CEO Zhang Zhao, pointed out at the conference that LeTV will lead the film and television industry into the era of “Internet ecology + film and television†where all-terminal and full-video integration will take place.
LeTV's "Not Acceptable" Conference
The leap of this era is that the film and television industry will transform from a resource-centered manufacturing industry to a user-centric service industry. Senior industry professionals believe that LeTV's release of film and television content is sufficient to reinforce its leading position in the film and television industry, and its content and participation, online/offline integration services will also help its member businesses further lead the film and television industry into service 3.0 era.
Theater Service Revolution:
Breaking down industry barriers and joining theater service users
At the press conference, Li Kai, chief operating officer of Le Vision Films, pointed out that LeTV will launch a service-centric operating model, which will link online LeTV members with cinema members to jointly develop high-quality eco-film content. The entertainment content is dropped in the cinema as a member hall and creates scene services for the joint members.
In 2015, the total box office in China is expected to exceed 43 billion yuan, an increase of 45% over the previous year. Behind this huge growth in the market is that the average viewing frequency of Chinese movie viewers is only 0.9 times per year, and the attendance rate of cinemas is only 17.5%. There is still huge space for the market. At the same time, the online viewing habits of Chinese audiences are being developed and the market is developing at a high speed. The ecological mode of film and television interconnection has begun to take shape.
In order to better serve its customers, LeTV is promoting OinO's new model of cinema services and is working with cinemas to promote new business models from content marketing to scenario services. The on-line high-frequency active LeTV viewers will open up services and rights and open up content and scenarios. Through the joint membership of online users and offline users through the integration of content and scenes through the membership hall, the formation of a real scene service-oriented new value system.
In connection with the opening of membership benefits, the joint members will watch LeTV movies for free, and will also receive advance cinema spots and priority participation in celebrity meetups. At the same time, LeTV and the theater will jointly create a joint membership hall to achieve online and offline membership rights sharing, LeTV's priority road show rights, music as eco content free play in the theater, LePar ecological hardware experience.
Through the opening of online and offline services, cinemas are promoted from the limited shelf market to the unlimited shelf market, allowing users to experience the online and offline scene modes. LeTV’s proposed service-centric model is believed to bring about a change from single content marketing to scenario services. At the same time, the model of upgrading from joint membership to joint membership will also change the market landscape.
Eco-homemade:
30+ Self-Controlled Open Super-Strategy and Y-Pro Strategy Sun Moonlight
At the conference, LeTV's ecologically self-produced dramas, with the slogan "Today is the first day of the future", released two important strategies for content in 2016, namely Super Strategy and Y-Pro Strategy.
LeTV's "Not Acceptable" Conference
The unparalleled sword was used as a metaphor for super IP in this conference. What is super? The answer can be found in a series of IPs released by LeTV: The mortals of the fairy mortals, mortals, celestial beings, gods of the gods, magical heavens, quests of the devil, no-character celestial scriptures, the Maoshan descendants of the Tomb of the Zombies, I am in Xinzheng. Shou Ling people, suspicious infertility class of the autochthonous language, the Bureau of Public Opinion and Information Bureau, different field investigation department and the funny passing through the lunch door incident. Super-named, super-popular, super fans, these super IPs will meet the audience on LeTV's self-made platform.
Movie content:
Focus Content Greets the "Internet Ecology +" Revolution
At the press conference, Huang Ziyan, vice president of LeTV, pointed out in his speech that the data shows that there are great potentials for development in the young audience market, children's audience market, literary youth and movie fan market. At the same time, the box office will reach 44 billion in 2015. While the overall film market is growing explosively, the domestic film market is still vast.
Based on this market situation, LeTV will continue to promote the Focus-based IP operation model, provide different movie products for different types of Focus users, and promote the integration of the big video industry to launch multiple Internet eco-film products.
In 2016, LeTV Films will launch 20 films, which will cover 6 youth films for young audiences, 7 entertainment films for 25-35 year old white-collar audiences, animated films for parent-child audiences, and two for the art market Ministry of Humanities records movies. At the same time, there will be three Hollywood giants, as well as the Great Wall of China for the global market and the landmark of globalization of Chinese cinema.
Member brand upgrades:
LeTV members enter the 3.0 era with service definition new model
At the press conference, Gao Jianming, vice president of the LeTV Group's user operation center, announced that the "Member 3.0" era in which services are king has arrived. LeTV 2016 member brand will be upgraded to family-oriented "super film and television members" and youth-oriented "music dimension film and television members." Currently, the total number of LeTV members has exceeded 12.2 million+, and LeTV’s paid income for the first three quarters has exceeded 1.8 billion. This not only indicates that LeTV members have become one of the most important supporting revenues for LeTV’s eco-business. Moreover, this data definitely lays the industry influence of LeTV's members. One of the paid revenues fully validates that LeTV's membership model has extremely high profitability, which is absolutely leading the industry.
LeTV's claim that the member's business has achieved these results is based on the fact that LeTV members have embarked on the “member + experienceâ€-driven member 2.0 era from the very beginning. Let's take the example of “hardware 0 dollar purchase†launched by LeEd Mall during the “9.19 Music Festivalâ€. That is, as long as the user purchases a full-time film and television member for a certain number of years, he can obtain free Super Hardware products exceeding the member's value. This is the use of bundled hardware terminals as a cost, to build the ultimate enjoyment of the viewing scene, so that members of the user to pay for the quality of service to create revenue.
At present, most of the industry are still content-driven member 1.0 models. The biggest drawback of the 1.0 model is that user loyalty is difficult to maintain, and the purchase of content requires expensive copyright purchase costs, and it is easy to fall into a vicious circle.
For the video service, in the member 1.0 era, it only satisfied the pain points that the user needed to watch more content, but did not pay attention to the viewing experience and quality experience; in the 2.0 era, with the integration of the terminal hardware, the user was satisfied. The "Content+Experience" requirement solves the problem of experience and allows users to enjoy cinema-like quality at home. However, as a member, as the best product for the service economy, members who have no service are still not the most perfect member model. Only when the service is continuously invested and brings more than expected value to consumers, can it be possible to be truly unbeaten in the industry. place. Therefore, at the press conference, LeTV members pointed out their own corporate vision: that is, in 2016, the first time to enter the 3.0 era! Through the combination of "content + experience + service", to create a sea fishing industry in the Internet sector.
The conference LeTV announced that LeTV's members will enter the first step of the 3.0 era and will soon be upgraded by LeTV's 2016 member brand, introducing two major brands. The original full-screen film and television members will be upgraded to "super film and television members", focusing on products for home users, is the eco-product of the large-screen television; the original mobile film and television members will be upgraded to "Legenduan film and television members", the main product for young people, is Based on the product of mobile ecology.
Under the theme of "not obeying or not accepting," LeTV members have proposed excellent content, quality experience, and scene-based services to provide users with more thoughtful and valuable services. Among them, the industry’s most differentiated ultra-high-end movie and television members, that is, members facing home users, divide the content into content exclusive to quality men, fashion women, and happy children through the concept of minutes, through “large hands and small handsâ€. The content, together with the “LTV Super TV†terminal and the “Quality-Quality†service, are dedicated to creating temperature-sensitive scene services that will make each home full of warmth and happiness; The young people provide participatory services and express their youthful spirit of independence and attitude.
The industry believes that LeTV will be connected with the temperature, with quality to accompany it, provide "content + terminal + scene" membership services, and create new life values. It is reported that LeTV blind booking activity is also on December 25 on the line, began booking an appointment gift package, December 28, LeTV members announced the price of booking activities, on December 29 announced the content of music as a member of the spree, New Year's Day at 0:00 on sale.
At the press conference, Li Xiaokai, Jia Nailiang, and the representative of Sweet Xin as a LeTV member also came to the scene. Together with Zhang Zhao, the deputy chairman of LeTV Holdings, they jointly revealed the connotation of two eco-gift packs for LeTV members and served as “2016 New Year's gifts†for live media, industry guests, and online fans.
LeTV's "Not Acceptable" Conference
Gift Pack One: LeTV Eco Platinum Membership Card, uMax120 Super TV, worth 499,000; LeTV Online Sports Event and Music Privilege, worth 48,000; Terminal change worry free privilege, worth 84,000; LeTV travel worry free privilege, value 30,000; music as the online and offline viewing service privilege, worth 10,000; music as healthy and worry-free privilege, worth 30,000 - a total value of 710,000 yuan, only 500,000 yuan.
Gift Pack 2: LeTV Super Movie & TV New Year's Gift Package, including 1 Super Video Card, worth 490 Yuan; Easy Car Cash Coupon, worth 350 Yuan; 32 Movie Tickets, worth 2560 Yuan; The coupon value is 200 yuan; LeTV Super TV coupon, worth 300 yuan - total value of 3900 yuan, for only 490 yuan.
Seven highlights of the conference
Highlight 1: The cinematic strategy of Le Vision Films in 2016 is internetization + globalization, which will provide audiences with 20 kinds of 20 segments of the same type; at the same time, LeTV Films will launch “6+13†globally represented by the Great Wall of Cinema. Film content strategy.
Highlights II: Let's Eco-Homemade Play will launch a super strategy for Y-Pro strategy and super IP adaptation for young audiences, and launch 30+ mini-level ecological self-made dramas.
Highlights 3: Let's eco-homemade will become a professional VR content provider, the drama mortal biography will launch VR album.
Highlights 4: The total number of LeTV members has exceeded 12.2 million, and members’ income exceeded RMB 1.8 billion in the third quarter of 15 years ago. The industry is absolutely leading.
Highlight 5: LeTV member brand upgrades: LeTV Movie Members for young users and Super Movie Members for home users.
Highlights 6: LeTV members will launch an eco-platinum membership card with a value of 700,000 yuan and a price of 500,000 yuan, and a super-video member gift pack worth 4,990 yuan and for only 490 yuan.
Highlight VII: LeTV will break industry barriers and join the cinema to launch a joint membership service to open up online and offline membership rights.