#2020 snowball listed company leaders summit#
“Mr. He Xiaowu, CEO of SCIENJOY, has brought us new views on the live broadcasting industry. What are the highlights of his keynote speech "how to ride the storm in the post epidemic era"?”
1、 Looking at the correlation between the cyclical changes in the global capital markets and the new breakthroughs in the entertainment industry in the past 100 years, we can find that when the economy goes down, people tend to spend more time on entertainment. At the same time, because of the decline of consumption power, people begin to pursue higher cost-effective entertainment, which will stimulate the change of entertainment consumption habits.
2、 The scale of the domestic online entertainment user base came in a phased growth. According to the third-party data, from December 2018 to March 2020, the number of users of live broadcasting has increased by 19.2%. It is estimated that the number of users of online live broadcasting will exceed 526 million in 2020. Live broadcasting has become a national level content carrier and application scenario, and has become an infrastructure that penetrates into various industries, bringing incremental growth for itself and various industries.
3、 New content and new format: online entertainment content forms such as webcast, short video, online animation, online literature, games and music will be further integrated; online entertainment will be deeply integrated with e-commerce, education, culture and tourism. The traditional entertainment industry will accelerate the process of online entertainment, and the types of online entertainment are increasing.
4、 Technology driven, user experience improvement: 5G, AR / VR, AI and other technologies will further improve the expression ability in the virtual world; for example, new interactive experiences such as 360 ° panoramic view, AI virtual webcaster, VR immersive virtual world will continue to improve.
5、 New habits of users, the market continues to heat up: the live broadcast industry has attracted much more attention.
【Speech】
Hello everyone. First of all, thanks a lot for Snowball’s invitation. It's a great honor to attend the summit forum.
I was the last one this morning, but hopefully last but not the least. You may not know much about SCIENJOY, but can get some clue from the theme of my speech. Yes, our company is a mobile Internet technology company with live broadcasting as its main business. There are many entertainment live broadcasting platforms under our company, such as Xiuse live broadcast, Lehi live broadcast, and hi show live broadcast.
The theme of my speech today is "how to ride the storm in the post epidemic era".
As we all know, the outbreak of COVID-19 has hit the consumer market, especially the offline market. According to third-party data, during the Spring Festival alone, our retail and catering losses are expected to exceed 100 billion yuan, the loss of tourism revenue will exceed 500 billion yuan, and the loss of box office revenues for movies will exceed 7 billion yuan.
However, from March to May 2020, national online retail sales totaled 2646.4 billion yuan, with a year-on-year growth of 7.3%. It is estimated that the national online entertainment market will exceed 500 billion yuan in 2020, with a growth rate of more than 30%. The offline market was hit hard, but the online consumption grew against the trend.
However, from March to May 2020, the national online retail sales totaled 2,646.4 billion yuan, with a year-on-year growth of 7.3%. It is estimated that the national online entertainment market will exceed 500 billion yuan in 2020, with a growth rate of more than 30%. The offline market was hit hard, but the online consumption grew against the trend.
The epidemic is changing consumer behavior:
67.4% of the respondents believed that the epidemic had an impact on personal consumption behavior, concepts and preferences; the online entertainment demand of the majority of netizens gave birth to new entertainment and consumption patterns, and 77.1% of the netizens mainly entertained through online channels.
Looking at the correlation between the cyclical changes in the global capital market and the new breakthroughs in the entertainment industry in the past 100 years, we can find that when the economy goes down, people tend to spend more time on entertainment. At the same time, because of the decline of consumption power, people pursue higher cost-effective entertainment, which will stimulate the change of entertainment consumption behaviors. Such as in the Great Depression era, the consumption pattern of the United States changed from relatively expensive party culture to cheaper film culture, with Hollywood starting its first golden 20 years; Japan entered the so-called lost decade in the 1990s, but this lost decade was also the most prosperous decade for Japanese culture represented by Japanese anime; and after the last financial crisis, it was the heyday of the new entertainment represented by Internet streaming media.
In 2020, the whole nation fought the epidemic at home, the economic downturn was obvious, and the offline industry was severely damaged, while the "home economy" activities such as online entertainment has been relatively active, for example the industries such as pan-entertainment live broadcast and games were less impacted, and even ushered in favorable opportunities.
The scale of domestic online entertainment users ushered in phased growth. According to third-party data, from December 2018 to March 2020, the scale of online entertainment users increased most rapidly, reaching 19.2%.
It is estimated that the number of users of online live broadcasting will exceed 526 million in 2020. Live broadcasting has become a national level content carrier and application scenario, and has become an infrastructure that penetrates into various industries, bringing growth for itself and various industries.
To some extent, the role of live broadcasting in the post epidemic era will be redefined. Its advantages are not only reflected in the real-time and interactive, but also in the penetration and integration of the real world, such as traditional industries and offline retail. At the same time, the whole industry is also seeking to break through and rejuvenate. Starting from users, exploring new content and constructing new scenes are releasing huge commercial potential (such as e-commerce live broadcasting, content industry, etc.) and social value (employment, poverty alleviation, regional economic pull, etc.).
In the post epidemic era, we will find that users' mentality is more mature and their demands are more diversified and three-dimensional. They are expressing their opinions while obtaining high-quality content.
1. The new habits of users are formed, and the market continues to heat up: the live broadcasting industry has attracted much attention, and aligning the market with user needs has become a key direction.
2. New content and new format: online entertainment content forms such as webcast, short video, online animation, online literature, games and music will be further integrated; online entertainment will be deeply integrated with e-commerce, education, culture and tourism. The traditional entertainment industry will accelerate the process of online entertainment, and the types of online entertainment are increasing.
3. Technology driven, user experience improvement: 5G, AR / VR, AI and other technologies will further improve the expression ability in the virtual world; for example, new interactive experiences such as 360 ° panoramic view, AI virtual anchor, VR immersive virtual world will continue to improve.
4. Industry explosion, content quality has become the core advantage of platform competition: original content continues to improve, and IP creation will be closely combined with new elements such as trend and brand.
As the leading entertainment live broadcasting platform in the industry, we are also sparing no effort to create a new mobile live broadcasting ecosystem after deeply understanding the industry and trends. At present, we have more than 200 million users, and we rank first in the field of live broadcasting of vertical show.
At present, we have three platforms: Xiuse live, Lehi live and hi show live. All three platforms belong to the interactive show category, focusing more on talent display and entertainment interaction.
This multi-product line strategy enables us to build a dynamic product ecosystem, and constantly optimize the operation methods and user retention through productive internal competition and cooperation. At the same time, we embed the game operation thought patterns into the live broadcast environment, and create our unique "game based multi content live broadcast platform" to realize the emotional connection between users and webcasters.
In the future, technology will drive more rapid changes in the live broadcasting industry. The 5G era brings a lot of imagination and unknown to people's life, so does the live broadcasting industry. We have accumulated a lot of know-how in terms of new technologies, such as real-time face changing, sound changing and holographic technologies that we are exploring and will be fully used in the field of live broadcasting.
In the 5G era, high bandwidth and low delay will make the value of live broadcasting greater, the immersive experience of users more real and rich, and the social relationship between webcasters and users strengthened. The combination of 5G and AI / VR technology enables the full integration of virtual and reality to realize the "second life world". Users can customize the real webcaster, the live broadcast scene, or even their own, so that the user can have more immersive and deep entertainment interaction with the webcaster and other users in the customized virtual reality scene or game scene. In the second life world of virtual reality, the content is more diversified, the experience is stronger, and the participation is deeper, which will revolutionize the interaction modes. .
Now, based on our vision of a second life world, we are building a parallel world in live broadcasting. The preliminary construction of two parallel worlds has been completed, presented in the form of activities and continuously optimized in the platform.
At the same time, the live broadcasting industry is cross-integrated in different vertical fields, and we are building a whole ecosystem of the live broadcasting industry. MCN institutions (anchor training, anchor / talent, content output) as the basic capabilities, in-depth integration of resources, efficient output to its entertainment and e-commerce sub- ecosystem, enabling the live broadcasting industry, driving the overall service value, improving the user experience, and forming a self-contained and self-growing Mobile Live Broadcasting ecosystem.
The cross-border live broadcasting of entertainment and e-commerce should fully respect the business logic of private traffic, upgrade the “People-Products-Space” business model, and create differentiated e-commerce live broadcasting based on the social relationship between users and webcasters. Compared with traditional e-commerce, it has more competitive advantages and higher marketing efficiency.
Going out overseas is the next key direction of the live broadcasting industry in the present and future. Business globalization is also one of our strategic objectives. We will adopt different development modes, with the combination of technology and entertainment as the core, develop suitable live broadcasting services in different markets, and enter the markets of the Middle East, Southeast Asia and South America.
As mentioned before, with the change of user habits, the drive of technology, the formation of new content and new format, the role of live broadcasting will be redefined. Live broadcasting will ride the wind and waves to further penetrate and integrate into the real world and become important infrastructure. Undoubtedly, live broadcasting will be a grand industry, both at home and abroad.
Finally, please allow me to make an advertisement to recommend our company's Nasdaq Stock Code: SJ; I hope to continue to get your strong support and cooperate with you.
Thank you again.