视频网站的春天

视频网站的春天

 

文/王易见(欢迎翻译和约稿等合作)
QQ 543415188 

 

视频行业或许不再被看成是一个毫无前途的行业，虽然它仍然是一个烧钱的行业。就在上周，成立不到两年的优酷网正式宣布完成了第三轮2500万美元的风险投资。若加上前面两轮风险投资，优酷网共计融得4300万美元，创下了中国视频领域融资的新记录。 

 

按理说，经过新一轮互联网泡沫的洗礼，Web2.0几乎所有产品线都遭遇了资金的瓶颈，博客和视频是其中最典型的代表，但博客和视频好歹还有人气，Web2.0的其他产品几乎就是套了Web2.0的一个理念，一个空壳。很可惜，正如马云在《赢在中国》里面讲的那样，现在这个时代概念已经不值钱，所以，随着Web2.0的兴起，随之而来的就是一大批Web2.0网站相继死掉，有的可能还没死，这只是个时间问题，毕竟钱还没有烧完。 

 

例如博客，目前大家能数的出来的除了三大门户外几乎就只剩下方兴东的博客网。谈到方兴东，还有个非常有趣的话题，方兴东是当之无愧的博客布道者，这不假，当年方兴东想复制“农村包围城市”的策略，从草根出发树立影响力之后挑战诸如新浪这样的强势媒体。然而新浪的博客一出，借助其强大的影响力和有效的营销手段立即拔得头筹。目前，新浪博客频道的流量已经和立下汗马功劳的新闻频道不相上下了，其过亿的单天访问量岂是方兴东的博客网所能及。 

 

这印证了网易CEO丁磊所说，Web2.0时代没人能玩得过门户。门户积累起来的影响力和用户群决定了他们不费吹灰之力就可以拓展业务，而这一切对从零开始的Web2.0网站来讲却是一个很大的门槛。 

 

而另外一个更为致命的因素是盈利模式的问题，Web2.0虽然从概念上是耳目一新的，但其盈利模式大多无实质性创新，很容易被门户复制，而且前期市场推广是个非常艰巨的过程，这也是很多Web2.0网站迟迟无法壮大的原因。 

 

相比博客，视频的命运要好得多。艾瑞总裁杨伟庆曾明确表示不看好博客而看好视频，显然，视频的盈利模式更可行，而且市场足够大，即便新浪搜狐等也在进军视频领域，诸如优酷，土豆这类视频网站依然能在门户的眼皮子地下迅速成长起来。

 

而且，视频在盈利模式上比博客更为灵活更为可行，因为博客太多掺杂了博主的相关因素，其广告的覆盖面有限，效果也有限，而视频则不同，视频网站有完全的控制权限，包括广告的设计与投放，随着视频点击率的攀升，其覆盖面和效果一定能更上一层楼，最终实现规模盈利。 

 

让投资者看好视频前景的原因就是视频覆盖率的增加，盈利模式的成熟以及客户对视频广告的认可。艾瑞认为，2006年已经成为中国网络视频产业元年，在包括电视机构、电信运营商、互联网公司等多方力量的共同推动下该市场保持了迅猛发展的态势预测，据其预测，2010年该市场规模有望达到34亿元，未来几年的复合增长率约为60%。这样的机会真正的风险投资是不会错过的。 

 

众所周知，视频网站萌发于Youtube，在Google以16.5亿美金收购Youtube之后，几百家视频网站便如雨后春笋般诞生起来。而受Youtube的影响，风险投资也相继进入这个领域，除优酷网之外，悠视网，土豆网也先后获得风险投资，其规模都在千万美元以上。 

 

但风险投资和市场毕竟很有限，并不能容下几百家视频网站的存在，所以大部分视频网站将在视频网站的冬天因储备不足而死掉，余下的就是继续被风险投资支持着过冬的网站，这批网站将迎来视频网站的春天，此次优酷的大规模融资，我想就是一个很鲜明的例子。 

 

特别推荐：

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译文： 
Thespring of Video Websites

 

The industry of video will not beconsidered as an unpromising business, although it is just likeburning money. Last week, Youku, which is one of the top videowebsite, has obtained another 2500 dollars of venture capital. Itis just for less than two years since the website was created. Withthe two early turns of venture capital, Youku has received 4300dollars of venture capital in total, which is the largest scale ofcapital.

 

Theoretically speaking, through the newround of baptism, almost all the products have experienced thebottleneck of money. Blog and Video is typical application withsome popularity, while other products are just one idea, one vacantshell. Just as what Jack Ma has mentioned in “Win in China”, ideais valueless. So as the booming of Web2.0, more and more websiteswill drop dead. Some of them may be still prosperous, it is justthe problem of time.

 

Taking blog as an example, not so many BSPcan be remembered besides the three portals. There is oneinteresting story, Fang Xing dong fully deserves he predecessor. Hetakes the strategy of “Village attacks city” to challenges themost powerful media as Sina. However, since the publication of Sinablog, it has got off to a good start on the basis of effectivemethods of marketing. Up to now, the flow rate of blog channel hasbeen as much as news channel, which contributes most to thedevelopment of Sina. It has wholly defeated Fang Xing dong’swebsite.

It has proved the conclusion of WilliamDing. Ding serves as CEO of NetEase now and he told that in thetimes of Web2.0, no challengers can defeat portals. The force ofportals and the group of users lead to the successful expansion ofbusiness. But it is a great threshold for web2.0websites.

 

Another deadly factor is the problem ofprofitable pattern. Web2.0 is just wholly like a breath of freshair, but no innovation in profitable pattern. It is so easy tocopy. And the expansion of market is a difficult process. It isalso the main reason for web2.0 websites to strengthen.

 

Comparing to blog, video has a morefortunate destiny. Qingwei Yang, the CEO of Iresearch confessed themind that blog is more promising than video. Obviously, the patternof video is more feasible and the market is wide enough. Althoughthe portals are advancing in this field, but Youku and Tudou canstill grow quickly under the eyes of portals.

 

 

In addition, the pattern of video is morefeasible. There are more factors with regard to bloggers. Thecoverage of advertisement is narrow, and the effective isrestricted. Video is wholly different from that, he has enoughpower to control the process of video, including the design andthrow of advertisement. With the rising of impact, the coverage andeffect can be more and more powerful. At last,  itcan profit at a large scale.

 

With the maturity of profit pattern andthe approval of client , the coverage of video is higher andhigher, which is most popular for VC. Iresearch considers that 2006is the Zero Year of Chinese video. All forces, including TVorganization, Telecom operators, Internet company have driven thedevelopment of this market. Iresearch predicts that the marketscale can reach 3.4 billion. In the future, the rate of growth willbe approximately 60 percent. No VC will miss the goodopportunity.

 

As is known to everyone, video issues fromYoutube . After Google invested 1.65 billion dollars to purchaseYoutube, hundreds of websites sprung up like mushrooms. With theinfluence of Youtube, VC entered this field one by one. BesidesYouku, Yousee and Tudou have obtained VC at a large scale ofmillions and millions.

 

But VC and market is limited, they can’tembody hundreds of video websites. So most websites will be deadbecause of inadequate storage  The rest can besupported by VC, they can welcome the spring of video websites. Thefinancing of Youku is one bright instance.

 

欢迎到这里来为我投票，谢谢，我的作品是《一个IT人在上海》，点此进入

 

第一期八卦文章推荐：多少柔情多少泪？--------记我的大学四年
 

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中国互联网为何进入了一个新的冬天  IT人的命运不过“人为刀俎，我为鱼肉”耳

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