Chapter 1125： Layout of differences and refinement areas

For streaming media, the source of the film is an inescapable hurdle.

For Amber Video, they have gradually stabilized, whether it is playback format, interface UI or refresh rate, smart push is not much weaker than other competitors, but it is short of film and television inventory.

Especially in the current battle for online streaming of movies, Netflix has almost no chance of winning.

"Now this problem has to be faced." Perlman said first: "From the beginning of the reorganization to the current film library's transformation and finalization, our market rate has reached a new curve threshold, but it is because we can't synchronize the popularity in the market. Sexuality problem, not only the user's membership conversion rate has been sluggish, but also the download volume, coverage rate, and average daily activity have declined year-on-year growth. Everyone discussed how to solve this problem and how to find a suitable company for the company. Outsourcing model.”

Today's Amber Video is no longer the scene of simple decoration before, and the office environment has quickly followed, but the process of working hard for market share has become more and more difficult.

"I personally don't think this method of outsourcing is very suitable for now." Ron, the technical director, who also has first-hand data and access traces, said thoughtfully: "It is normal for the user base of each streaming media to have a certain percentage of churn rate. There are also various reasons for losing or switching platforms. Some are user factors, and some are platform or content factors. For the time being, our user precipitation is not bad. If we increase outsourcing, it will definitely increase first. With large expenditures, we are already under great financial pressure; secondly, the source and quality are still unstable, and it is difficult to achieve an effective and clear push."

"But what if we don't buy it? We only rely on Firefly to provide the film source, although the target audience is very clear, that is, the fans of several head directors of the company, including the boss, but they often subscribe once, and they will not renew the subscription after accumulating the show together. Now, our content pressure is still very high. From this point of view, although buying and buying has a cost, it is already the most suitable method to increase the user rate." Content Marketing Manager Blake asked: "What is good about our peers? method?"

"Is a strategic cooperation like You Pipeline feasible?" Couette, the backbone of the original technical team, analyzed: "I directly signed a long-term contract with various manufacturers, and all the film and television dramas produced during the period were exclusive, and because it was a buyout , the price of a single film and television drama is going down."

"But youtube's main business is not long videos. Movies and TV dramas just supplement those users who have this demand, so they don't charge any fees, they directly monetize their traffic, and youtube itself is a good promotion window, which can help promote movies. So those people can agree? Our traffic is not that high, and e-commerce is not comparable to companies like Google, how can we compete?”

In the conference room, a few people pounded their chins and pondered hard, looking for new growth points and countermeasures. Lyman listened unbearably and reminded: "Then why not do differentiated content first, and when the traffic is large, some things will be easier to handle. ."

"Differentiation?" Everyone was bewildered.

"Film and television dramas are divided into many categories, and various types of films also have stable audiences, but have you never thought about regional cultural differences? With so many ethnic groups in the United States, it would be better to create some film sources specifically for ethnic groups. For example, Mexicans, these If people usually watch movies, they will definitely accept the pop culture of their hometown.”

"Yes indeed."

Suddenly, there was a sound of flattery.

This is actually a direction that is easy to fall into the dilemma of thinking about danger. Everyone is emphasizing the local market share and staring at the peers, but they don’t know how to start from the subdivision field. The selection surface is more accurate, the orientation is stronger, and it is easier to open quickly. The situation, and starting directly from the cake itself, is essentially to expand the market rather than pinching, and everyone does not have to collide and stare at their respective user groups.

Not to mention, only the census data released by the White House in 2011 shows that Mexicans have accounted for 10.8% of the US population, with a number of 33,558,000, not counting those smuggling or black households, these Mexicans Few people pay special attention to spiritual needs in the United States - let alone spiritual needs, not even political needs. How many Mexican-Americans have become state legislators? In 2018, there were only 3, and all of them were deliberately inhaled by the Democratic Party for the votes of New Mexico.

Therefore, if there is such an online video platform, there is a hedonic construction after work for these inconvenient people living in a foreign country, even if only half of the network users who account for less than 1.2% pay attention to it. Amber video, that is also a large base of 2 million.

How many total visits to Amber Video so far (not counting duplicates)? Less than 20 million, paying users, temporarily stable at 3 million, and these 2 million ready-made groups that no one is actively mining, as long as one-third of the people are willing to spend money on content services, they are already existing firm users. A big increase in the group.

"The goal is to enlarge the international share. Among the existing streaming media, only Netflix has less than 8 million overseas users. If we can eat the Mexicans in the American market, and provide streaming services for local Mexicans, What will happen?"

No one could imagine, but the effect has been achieved.

The segmentation of people and cultures is indeed a good way. Is there a fragrance inside the wall? The chassis of Netflix is ​​there, and Lehman does not think that he can compete in the local market share in the money-burning war. It is better to change the way of thinking and develop. Besides, the high-quality film sources of Firefly are already very attractive to local users. When a special section of Marvel film and television dramas comes next year, this part will not fall too much.

"If this is the case, we can take it one by one. As far as I know, the smartphone market in Mexico is not large, and the web terminal is even more difficult for them, so it is better to eat Mexicans in the local market first. In addition, I will lead the team to try to enter the Mexican market." Ron reminded: "Of course, BOSS, overseas bandwidth and server costs are higher, if you want to build, even if it is the same price, an international user will directly benefit the website. It is only one-third of that in ordinary areas (Britain, the United States and Canada are one, and the economic and cultural compatibility is too high, so I won’t explain it additionally), and, without the help of local forces, the application process for some licenses will be delayed for a long time. Time cannot be wasted on the enthusiasm of the relevant public servants."

Lyman nodded, "I know."

This can also explain why most of Netflix's energy is still focused on the development of local business and the incubation of local streaming media market groups, because at its height, it really needs to focus on this first, and the growth situation is abnormal. Optimistic, but Amber can only find another channel. I really don’t understand. Thinking of Amber as a OnePlus in the domestic mobile phone industry, in the environment of playing a large segment of the field, how to play your own advantages and how to play will be replaced by a lot.

"But this is the most suitable business direction for us at present. It is good to sink. Other species and overseas regions such as Europe, India, the Middle East, Japan and South Korea are all new growth points that can be strived for. For Amber Video, with the current Based on some high-quality content, it is the key to gradually expand and have more traffic, there is no need to pursue profit and cost performance too much, that is not the most concerned thing at present.”

"I remember that our company seems to communicate a lot with the Mexican film circle?" Ron mentioned.

"Well, when you send someone to lead the team, you can ask Alfonso, Tuo and others if you have anything. They are familiar with them and know more local people."

When Amber's technical team heard about this relationship, their confidence in entering the Mexican market increased a lot.

With their current capabilities, it is not difficult to develop an interface suitable for the Mexican version to visit It is rare for organization and promotion.

In the absence of sufficient manpower and relative unfamiliarity with the Mexican market, it is not only full of unknown factors, but also how to increase user dependence in the already barren streaming media field in that land, and whether there are any TV companies over there. Policy protection is an urgent problem to be solved.

"We have to find local forces to cooperate," Perlman asked.

"Of course, it's best to be a big company that operates cable TV, broadband network and IP phone services and other supply equipment." Ron added, "If it can be done, it will be a supplement to the content business, not to mention our bandwidth. These communication equipment manufacturers are also responsible for themselves. If you don’t pursue profits, the channels for importing users are more important.”

"That's it." Lyman agreed.

"It's good to register a Mexican company to separately account for the business there." Perlman also said.

"Well, this suggestion is not bad." Lehmann finally set the tone, "The conditions are not mature at this stage, if we start to prepare for the refinement of regional shares from now on. We can expand additional users while practicing international business development, incidentally. Cultivate another batch of talents.”

"As for the long-term supply of content from Hollywood manufacturers, we can negotiate appropriately. As long as the price given can satisfy them, I think there will also be some small manufacturers willing to sign up to increase the profit of copyright business."

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