长视频重提生态

Core Insights - The strategic value of ecosystem construction is increasingly emphasized by long video platforms, marking a shift towards practical implementation in response to industry challenges and the need for new growth paths [1][25] - Long video platforms are leveraging their accumulated IP resources to differentiate themselves from short video platforms, focusing on ecosystem building as a strategic upgrade [1] Tencent - Tencent Video's ecosystem is built on solid IP reserves and various industry ecosystems, emphasizing the need for quality content and meaningful brand communication [2] - The platform is transitioning from single project development to a systematic approach, exemplified by the "Tail Fish Universe" project, which aims for content interlinking and user retention [2][3] - Tencent Video has successfully created "small ecosystems" that influence both online and offline markets, as seen in the synergy between online content and offline events like stand-up comedy tours [5] iQIYI - iQIYI aims to establish a long-term ecosystem, evolving from the "apple tree" concept to the "apple orchard," encompassing various business areas like video, ticketing, and gaming [9] - The company has made significant strides in IP derivatives, achieving over 100 million yuan in sales for its self-operated card business in the first half of the year [11] - iQIYI is actively exploring offline experiences, such as immersive theaters and theme parks, to enhance the value of its IP and drive local economic development [13][15] Mango TV - Mango TV's ecosystem is uniquely centered around nurturing and operating "people" as core assets, leveraging its media roots and star-making system [16] - The platform has successfully monetized its IP through merchandise, with the "Yuanren" IP generating over 100 million yuan in sales [19] - Mango TV's new strategies focus on creating personal IP studios and fostering collaboration among creators, artists, and hosts to maintain influence across various platforms [21] Youku - Youku is prioritizing content system construction, expanding its production capabilities and focusing on original series to enhance content quality [22][24] - The platform is implementing a systematic talent development approach, including various support programs for writers and directors to ensure sustainable content output [24] - Youku's strategy reflects a phased approach, currently solidifying its content foundation while preparing for future ecosystem collaboration [24][25]