Corporate culture of Tudou.com

Potato 4 1 Strategy Content

After a year of cultivation, the potato soil is ready under the personal supervision of Yang Weidong. Different from Youku, which is large and comprehensive, Tudou began to launch a more focused and channel-oriented "4 1" strategy. Among them, "4" represents that Tudou focuses more on the four content and cultural fields of animation, music, Korean entertainment, and fashion in terms of video volume. The "1" represents the "one channel" strategy launched by Tudou.

Tudou’s “One Channel” Strategy Released

In March 2014, Tudou proposed a new “One Channel” strategy and launched video self-media products that serve “individuals” and “institutions” - "Self-channel", and comprehensively builds a cross-screen and online and offline experience system based on the two perspectives of "channel owner" and "subscriber". And combined with user experience, business model, operation mechanism and other aspects, five "one" plans were proposed.

An open video self-media: self-channel adopts a WYSIWYG interaction method and supports flexible modular combinations, allowing individuals and institutions to easily build and manage self-channels. It supports the interaction between channels and fans, channel data management, and also supports the formation of multiple channels into a channel matrix to recommend and display each other to form a "channel circle" of interest. At the same time, the self-channel supports SNS and self-media sharing such as Weibo, WeChat, Tieba, etc., building a complete self-media matrix for individuals and institutions.

Integrated construction based on the entire platform: A channel strategy is not only for Tudou’s single functions and products, but also based on the reconstruction of Tudou’s entire platform. From the homepage, channel square, viewing center, subscription center, and site search, Tudou has made a subversive architectural design for the entire site, providing channel owners with a site-wide recommendation and display mechanism, and providing viewers with a convenient personalized subscription and viewing mechanism. .

A set of cross-screen service experience: "One channel" strategy will open up multiple screens, including providing cloud synchronization services based on user ID on PC, mobile and TV, and building a multi-screen service push system , push personalized self-channels to users on different screens. Ultimately, users can watch, subscribe and manage their own channels anytime and anywhere. The structural layout has been completed on the PC side. In early April, the "self-channel" architecture was reflected in the Tudou mobile client 4.0. In May, the "self-channel" system was presented on the Tudou TV client for the living room.

A system of business ecology: Following Tudou’s launch of the “Podcast Sharing Plan” in 2013, in the “One Channel” strategy, Tudou will share its own channels’ advertising, paid on-demand, paid live broadcasts, and channel derivatives , e-commerce services, etc., to expand more business opportunities for the channel. To this end, Tudou has also specially established a channel cooperation center to provide commercial value development for self-channel owners, with dedicated personnel providing self-channel business development services.

Integrated online and offline operation model: The "one channel" strategy will fully implement the integration of online and offline operations. Tudou will carry out offline "self-channel" activities on a monthly basis. For example, the Tudou Image Festival not only provides a The online selection platform, and more importantly, the Tudou self-channel owner, through a series of implementation activities, brings the channel owner (Daozhang) and subscribers, circles and circles together to explore the online and offline commercial value of the self-channel.

Tudou’s Korean Entertainment Channel is launched

In March 2014, Tudou’s “Korean Entertainment Channel” launch conference was held. Tudou's Korean entertainment channel will use the "most complete, most original and most interactive" positioning strategy to create an all-round content interactive platform that is the most distinctive and closely follows the trend of Korean entertainment. This move marks the beginning of Tudou's comprehensive Korean entertainment and culture strategy. In the future, Tudou will use a full range of Korean authorized programs such as film and television, music, entertainment, fashion, and variety shows, as well as original content such as self-made programs, PGC, and UGC, to integrate the most interactive fan experience and build Tudou Korean Entertainment Channel into a Korean trend. A gathering place for culture and domestic fans, providing fans with one-stop Korean culture services.

Tudou Documentary Channel Launched

In December 2013, Tudou Documentary Channel was officially launched; at the press conference, Tudou also announced the signing of a strategic cooperation agreement with the China Documentary Network, a move that marked Tudou’s The content products of .com have officially entered the documentary field and will provide hundreds of millions of young people with new content services from a broader perspective and more innovative methods. At a later forum, representatives from both contracting parties, industry experts, and the media held on-site discussions on "how new media can help the production and dissemination of documentaries." Tudou.com's first self-produced documentary "The Extraordinary Journey" was screened in Guangzhou at the same time and received high praise from industry experts and audiences.

Tudou renewed its contract with TV Tokyo

In November 2013, Tudou announced the renewal of its contract with TV Tokyo. Since 2014, 900 new episodes of anime, including Naruto, More than 3,000 episodes of high-quality film libraries will be broadcast simultaneously on Tudou's exclusive zero-time difference. This move not only enriches Tudou’s animation copyright library, but also heralds the launch of Tudou’s comprehensive content strategy centered on young people in 2014, laying a solid foundation for Tudou to securely become “China’s No. 1 Animation Platform”.

Tudou Literature and Art Channel is launched

In June 2013, the first domestic "Literary Movie Channel" was launched on Tudou, and cooperated with Douban to provide "online movie viewing and online interaction" , quick ticket purchase, offline activities” cross-platform, one-stop service. The literary and artistic film channel reserves hundreds of high-quality theatrical artistic films, covering world-class award-winning films such as Oscars and Cannes Film Festivals. There are many classic masterpieces by European literary and artistic master Michael Haneke, Korean famous director Lee Chang-dong, Master Kim Ki-duk and other literary and artistic masters, and more It has become an online showcase for a large number of Chinese-language literary and artistic films such as "Guanyin Mountain", "Sister Tao" and "Late Autumn". In addition, it also includes hundreds of underground literary and artistic films and outstanding literary and artistic films by college students. In March 2014, the day before the 86th Academy Awards, Tudou announced that it had exclusively obtained the online copyright of "Dallas Buyers Club", which was nominated for six awards, and held the first domestic movie viewing event in Beijing. The film is also the first 86th Oscar-nominated film to be released in domestic non-theatrical theaters.

"Youth's Choice 2013 Annual Ceremony"

In October 2013, the "Youth's Choice" jointly planned, financed and produced by Tudou and Shenzhen Satellite TV *** and jointly executed by the teams of both parties "Select the 2013 Annual Ceremony" was held in Beijing. With the theme of "Youth ORZ", the ceremony is the only awards ceremony for young people in China. Nearly 30 honorary titles were awarded on the day of the ceremony, covering all aspects of trendy life such as music, film and television, animation works, trendy brands, electronic products and games, popular APPs, etc. They were all voted by young people independently, defining what young people love most today. Entertainment and fashion trends. Tudou and Shenzhen Satellite TV have integrated all aspects of program development, structure, mechanism, event hosting, execution, and publicity, entering a new stage of network-network interaction - the network-channel linkage 3.0 model. The grand ceremony was officially launched on November 30, the prime time of Shenzhen Satellite TV's variety show, and was simultaneously broadcast on Tudou and Shenzhen Satellite TV.

Upgrade of Tudou Mobile APP

According to data from third-party research company iResearch, Youku Tudou Group continues to occupy the absolute leading position in the video industry in terms of all data on PC and mobile platforms. Leading advantage, as of March 2014, Tudou's number of unique monthly unique users has increased from 243 million to 243 million. Benefiting from the excellent performance of the mobile terminal and its deep penetration into the youth culture brand market, Tudou's mobile terminal also grew very rapidly in 2013. In the third quarter of 2013, Tudou's mobile terminal achieved rapid growth, with average monthly user coverage increasing 11 times compared with March of that year. , the average growth rate exceeds 40%; the average monthly video playback volume increases by 23 times, and the average monthly growth rate reaches 60%.

At the same time, based on the product concept of "personality and fun", Tudou mobile APP not only provides young people with better-looking content, but also provides them with video gameplay that is constantly surprising.

In 2013, multiple generations of typical versions were launched successively: the APP 3.4 version launched in September, in addition to strengthening the "collision and travel" function, newly upgraded multi-version filter functions, full of literary style; the APP 3.5 version launched in November, It focuses on the "consumption" and experience of UGC content, and is known as the "UGC sample in the mobile era."

In addition, Hao Yun was invited to join the show, personally performing and singing the Tudou APP theme song "Just Dress Up".

On October 16, 2015, Alibaba announced a non-binding proposal to acquire Youku Tudou at a price of US$26.60 per American depositary share. The total amount of the remaining equity is expected to exceed $4.5 billion. Alibaba made its first strategic investment in Youku in May 2014 and currently holds 18.3% of Youku Tudou's outstanding shares.