Iqiyi VIP also invited a new spokesperson. This time, Wu Yifan, the sky-high spokesperson has naturally received extraordinary courtesy. Yesterday, I saw a circle of friends and saw that Wu Yifan’s subway was out.
The slogan shouted particularly loudly: "I am a VIP member of Iqiyi, I am proud!"
This is already the sixth spokesperson for iQiyi to find VIP members. It should be known that there are capital support behind the three giants of domestic video websites, Youku Love, Youku has Ali, Tencent video has Tencent Group, and only Baidu behind iQiyi is obviously weak. Why does Aiqiyi not use capital on the cutting edge, exerting force on the content, but choosing to burn money on the spokesperson? Behind the frequent spokespersons, does iQiyi really bring benefits to members?
As a veteran player with three video platform VIPs, I will give you an analysis today.
First of all, first calculate the account for everyone. Without this account, I still can't see that Iqiyi has already had problems in the money-burning mode. Six spokespersons, from Huang Wei, Angelababy, Yang Yang, Zhao Liying, Chen Weijun to Wu Yifan, according to the value of these star market, the spokesperson's cost has exceeded 200 million.
The video platform should be based on the user experience. These two billions down, let's take a look at the membership experience that makes us "proud" in the iQiyi mouth.
Let's look at member pricing first . At present, most of the video websites are paid by membership fees paid in the form of monthly subscription, quarterly package, and annual subscription. Overall, from the monthly member pricing point of view, the price of the VIP membership packages of the three video sites of Utopia is similar, and the difference between the top and bottom is not big, but in the annual membership, iQiyi and Tencent video are the most expensive.
Compared with the lowest-priced annual card fee, iQiyi has almost 30 yuan more money. Does the 30 more pieces bring an upgraded user experience?
Pull through comparison membership base Teng love interest in the next three excellent video site, description from the official point of view, three basic rights of members are defined as: massive film library, independent broadcast video, to advertising, cache acceleration, member identification, priority watch, High-definition picture quality, etc. , the difference is not big .
Next, let's take a look at the unique membership benefits and experiences of each family. This is the basis for users to be willing to fill members.
(IQIYI)
(Tencent video)
(Youku)
In the special membership rights, iQiyi currently has Dolby sound effects, offline viewing, star meeting, film and television around.
While Youku and Tencent video, although they did not adopt the celebrity endorsement mode, they have more kinds of membership benefits than the iQiyi in the star meeting, star birthday party, and film and television. In addition, Tencent Video also exclusively introduced a large number of American dramas and documentary resources. On the 5th anniversary of VIP membership upgrade, Youku opened up the rights of shrimp music, flying pig travel, and Taobao ticket under Ali Eco, giving users a multi-scene entertainment experience.
Squeeze these special member services. Iqiyi's dry goods are mostly platters of existing resources, and they are not really designed from the needs of users.
Compared to iQiyi, whether it is Tencent video's exclusive American TV drama, documentary resources, or Youku's Taobao ticket, shrimp and other rights, it is undoubtedly more valuable. Many users who purchase Tencent video members are directed at exclusive American drama and documentary resources. And Youku's big cultural and entertainment ecological rights, listening to songs, movie tickets, Tmall supermarket vouchers, etc., the frequency of the original users is very high, plus the benefits from the big cultural and recreational ecology, the incentives are strong enough, and these rights and Video site users are also highly relevant.
Overall, the price of the three video sites is not much different, but iQiyi's membership service is the weakest of the three. Spend 2 billion to ask for celebrity endorsements, but there is no membership service and quality improvement. It seems that the iQiyi that we once loved has already embarked on the fascinating appearance and out of the astray of the users.
Finally, let's take a look at the star benefits that each family will use. From the point of view of the spokesperson, there is absolutely nothing wrong with iQiyi. Of course, the favorite of the party members is to play with their own love beans. However , the six spokespersons that Iqiyi has signed in succession have not been used to upgrade the happiness of the members. Six spokespersons, except for the press conference, only Chen Weijun has had one member offline activity.
In 2015, after the signing of Yang Yang, Angelababy and Huang Wei, iQiyi announced that the iQiyi VIP member brand was fully upgraded except for a press conference. Only one commercial was taken and no action was taken.
At the end of 2016, iQiyi signed Chen Weijun and Zhao Liying as VIP member spokespersons. In addition to the introduction of the physical version of the collection card in conjunction with the celebrity spokesperson, only a meeting of Chen Weizhen was held.
Now, in the use of VIP member new spokesperson Wu Yifan, iQiyi let us buy "prestige" and buy "identity", but in addition to launching an advertising film, we have not done anything, except to call for users to spend money, or No substantial star benefits were given.
Many users said that "let me fill the membership, but can you show the minimum sincerity?" It is too much sincerity for iQiyi to do so. After careful calculation, the 30-dollar extra for the annual card is probably the money for the spokesperson.
Looking back at Youku, a celebrity spokesperson did not ask, but Wang Dongcheng, Zheng Yecheng, Wang Kai, Yang Yang birthday party... Youku members and star birthdays have gone through so many games, and members of iQiyi have just watched the commercials. .
Finally, from the business point of view, in June 2016, iQiyi first announced that the number of VIP members exceeded 20 million; in November, Tencent Video also announced that VIP members in the past year exceeded 20 million; at the end of 2016, Youku announced that Youku members have Breaking through 30 million. In the growth rate and scale of membership, Iqiyi has no obvious advantages. It can be seen that these two billions of squats are really not a good deal.
Want to take the lead in membership payment, not the sky is so simple and rude logic, the membership service is the main event. I am awake to iQiyi, as well as major video platforms. Now the user needs have been upgraded. What I want is good-looking and fun. Please celebrity endorsement is to play together, do not simply ask a spokesperson to let me see the face, but also let me spend money to buy this inexplicable "pride."
Editor in charge: Wang Huixia
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