Live broadcast, short video, traditional film and television, who is the future?

Live broadcast is the means, and the influence economy is the trend.

With the live broadcast platform as the carrier, under the hype environment of the Internet, a large number of live broadcasts of online celebrities have appeared, which in turn gave birth to the online celebrity economy. According to Analysys' prediction, the scale of online celebrity industry in China will reach 52.8 billion yuan in 20 16, and will exceed10 billion yuan in 20 18. So is the network celebrity economy a trend to realize the future of the video industry?

The economy of online celebrities can be divided into two types. One is attention economy, and the other is influence economy. Network celebrities, relying on people's physique, personality charm and physical charm to attract attention, have created attention economy. Attention economy will exist for a long time, but in the long run, the dominant economy will be the influence economy.

Short video is the future, and technology is for content.

From the development of the whole video industry, there is no so-called window period, but whoever makes good content will always have a chance. Just like a movie, it lasted for more than a hundred years, and even after the appearance of the Internet and mobile phones, movies still existed. He firmly believes that short videos will not disappear. Because compared with the output of 500 to 600 movies every year, short video is almost infinitely developing. "Short video must be the future."

Short video production will use various technical means, including photography, VR, AR, MR, holography and so on. In Sun Jianjun's view, every technical means should serve content, and content should serve function, that is, information function or consumption function. Short video investment ultimately depends on liquidity investment in the short video industry. What reasonable expectations should there be and how to grasp the specific investment direction? In this regard, Sun Jianjun said that we should first see the industrial chain of the whole industry, and then make corresponding expectations and grasp according to the different positions of the companies to be invested in the industrial chain. As far as its methodology is concerned, it can be summarized as follows: if you invest in a short video production company, you can survive as long as the company has video production orders, but you can't ask it to become an industry crocodile. If you invest in a video technology development company, it depends on what kind of technology is specifically developed. If it is an extreme core technology, it generally has no market value; Moreover, if it is technical system integration, it must be similar to Huawei, IBM and other big companies. The system integration of software and hardware cannot be done by a small company.

If you invest in video operators, don't pay attention to the click-through rate, but look at its commercial conversion rate. "Because profit is the ultimate criterion for evaluating a media now." Sun Jianjun said, no matter how many clicks and users there are, we should turn attention into influence, and influence into conversion rate, and finally form purchasing power.