Brand Benefits of Youku and Tudou's BU-Based Operations for Video Hosting Providers
The fifth 100-day mark since the merger of Youku and Tudou is approaching. With a three-month cycle, it seems to be Wei Ming's deadline for reporting to the internet video industry. A year ago, the news of the Youku and Tudou merger was like a deep-water bomb, stirring up the internet video world. The two former rivals, who had once accused each other of copyright infringement and stood in stark opposition, successfully joined forces, inevitably impacting the internet video landscape. However, this did not change the industry trend of homogeneous competition in internet video. Some even believed it merely removed one competitor, as iQiyi would buy dramas, LeTV would buy dramas, Tencent would buy dramas, and Xunlei would buy dramas...
As more opinions leaned toward the above view, Wei Ming announced the BU-based operation of the Youku and Tudou Group!! He also promised that more business units would emerge soon. BU-based operations resolved many concerns following the Youku and Tudou merger, such as resource integration, personnel redundancy, and senior management allocation. "Making the differentiation between Youku and Tudou more pronounced, and ensuring the brand spirit and connotation of each business unit are well established" — this is the logic and purpose behind Wei Ming's implementation of BU operations. He believes that in China, branding is no longer an abstract concept, and future enterprises will increasingly focus on brand promotion. This move by Youku Tudou has set an excellent benchmark for many internet companies.
Domestic video hosting providers, following the benchmark set by the Youku Tudou Group, have started selling "sanitary pads." Targeting the demand for brand promotion, they offer video technology solutions and maintenance for enterprises. More and more companies, aiming to elevate their brand effect to a certain level, choose to cooperate with video hosting providers.
Take Polyv as an example. Dedicated to cloud video platforms, it focuses on ultra-fast playback, multiple security backups, and HD ad-free video, providing customized video hosting services for enterprises, education, e-commerce, website building, and more. Currently, with high cost-effectiveness, powerful features, smooth playback, and high-quality service, it has surpassed many other video hosting providers in the industry.
Through Polyv's technical support, enterprises can customize "player logos," "video watermarks," "player skins," "intro videos," and even freely add advertisements. For educational institutions, Polyv offers rigorous "video encryption" features and "domain playback restrictions," effectively protecting intellectual property. Notably, the combination of e-commerce and video hosting providers is particularly impressive. "Graphic promotion links" enable interactive video shopping between merchants and users. The above features can bring certain benefits to brand promotion. Users can identify which enterprise a player or a short intro belongs to. The integration between video hosting providers and enterprises is highly flexible.
While Youku Tudou, iQiyi, LeTV, and other internet video platforms are embroiled in content disputes, domestic video hosting providers are steadily developing. Both are based on internet video development, but the difference lies in one camp focusing on content, while the other provides video technology solutions, enabling more websites to easily use video and enhance their brand awareness through it. Finally, regarding Youku Tudou's BU-based operations and Wei Ming's brand promotion philosophy, I believe that in the next 100 days, Youku will be more Youku, and Tudou will be more Tudou. What changes will the future tone of internet video bring? Let's wait and see.
