Mango TV Cai Huaijun: A New Youth in a New Era

On the morning of December 1, the “Audio Media New Media Development and Production Excellence Summit” of the Fifth China Internet Audiovisual Conference was successfully held in Chengdu. Many top talents from the field of new media innovation came together to discuss the topics of platform innovation, content innovation and technology innovation.

As a media convergence pioneer who was born out of Hunan Broadcasting and TV Group and was only fourth in the video industry in just three years, Mr. Cai Huaijun, deputy general manager of Mango Media Co., Ltd., and president of Mango TV, attended the Summit of the Internet Audiovisual Conference and used “Mango TV: The New Youth with a New Age of Integration and Development delivered a speech and shared how mango TV can be innovative in the integration of traditional media and new media.

With the full text of the speech:

Distinguished leaders, distinguished guests, and friends from the media, Good morning! I am Cai Huaijun of Mango TV. The topic of my speech today is "Mango TV: A New Youth in a New Era."

In this age of information explosion, the characteristic is life. Mango TV has many labels: state-owned absolute control, mango characteristics, youthfulness, female users, and the new youth mentioned in the title. In fact, these labels on the head have provided us with ideas and directions for our development. For Mango TV, if you want to let young, maverick young people “order” online and buy the best and freshest “Mango” produced by Ma Linshan, we must first do it through “disconnecting”. A unique self.

First, break away: Say goodbye to the way you spend money

Mango TV enters the new media market as a state-owned asset representative. We cannot engage in cost-free investment as our competitors do. Mango TV has to be brave enough to “disassociate” from it. In a nutshell, it is to abandon the traditional model of massive volume expansion in exchange for volume expansion. It uses self-control, self-operation, and self-control to achieve verticalization, fine operation, and small-step run. .

1, not to buy buy, but do it

At present, the cost of content has gone up. We cannot simply buy it. The more important head content is on our own. Mango TV began to vigorously implement the studio system this year. The studio's resource allocation, program innovation, process control, and personnel finance are completely independent, but the risk of innovation comes from the platform. This is a real studio, releasing the source of innovation and the vitality of the team. At the same time, it forms a benign competition and elimination mechanism to provide mango TV with a new IP and provide continuous motivation.

In the same way, we also need to provide the studio with a production environment that adapts to the creative environment and a market-based assessment and incentive mechanism. We believe that things are done by people. Professional people do professional things. Retaining talents can make things happen. Otherwise, everything is off.

2, without "line", and use hand-built boutique

At present, many TV dramas have had a short shooting time and the script is rough, but they are chasing the company's card and cater for traffic. The resources of the head are scarce, and the attitude of production is fickle. The cost remains high. We are considering how we can use our advantages to constantly move forward to the mango TV industry chain station. In practice, on the one hand, we use the eyes of investors during the early stage of the project's establishment. We look at the script to see the actors, pre-emptive intervention, full participation, and intensive cultivation. On the other hand, the main investment is controllable, control risks, reduce procurement costs, and can also obtain sales profits.

Not long ago, the television drama “Fire King”, which we are controlling and directed by Feng Xiaogang to participate in producer investment, has just been established. The cost of the actor is no more than 36%. The rest of the bulk is spent on script and production. We believe this “Hollywood” production. The proportion of costs is crucial for creating head-end products. The market also proved this point. At present, "Fire King" is expected to bring nearly 300 million yuan in income to Mango TV. In particular, payment to Mango TV members will also have a strong boost. In accordance with this “master-and-controllable” model, we will have many major dramas next year: “We're all going to be good”, which is currently under intense shooting, and “Sweet Crit” and “You Good friends, Poseidon, and Crocodile and Toothpicks.

3, do not "enjoy the old family", use innovation for value

Despite being born in the traditional media, Mango TV is never following the rules. We need to keep alive water, new sources, and our own unique brands and values. This forces us to continue to innovate and break through.

Next year, we will fully devote our efforts to content creativity and IP R&D. Only in the online variety industry, we will have enough dry goods. There are more than 20 variety shows, including "Mango Variety Belt", "Parent-child Show Band", "Cool Culture Band", "Suspense Intelligence Band", and "New Type of Affective Band". Precise content.

While carrying out large-scale content innovations, we also conducted deeper interaction with Hunan Satellite TV. Mango TV's self-made variety show "National People's Congress Detective" and self-made drama "Fire King" will be registered in Hunan Satellite TV next year. This case of feedback from the Internet platform to the TV station has a breakthrough significance in the video website industry. It is Mango TV content production capability. The best proof of independence is enhanced.

Second, the breakup: Doing a super partner to break the industry barriers

People who have contact with Mango TV may feel that Mango TV is now transmitting an increasingly open mind to the outside world. This is not only reflected in the "geographical" development of our market, but also in the development of our business. " Popularity" upgrade.

Win-win: Open cooperation, provide personalized service

Mango TV has 280 million unique users for the entire platform, 500 million mobile phone APP activations, and 65 million Internet phone terminals. According to the data from the Aurora survey, the online spending power and online consumer willingness of Mango TV users are far higher than average and there is a significant group preference. This means that Mango TV's premium marketing system supported by scarce content, individual users, and differentiated operations has advantages over other platforms. This will help Mango TV integrate itself deeply with the whole industry and the whole industry chain with the “super-partner” mentality and achieve win-win coexistence. This advantage is reflected in two aspects: First, traditional advertising cooperation and win-win. The second is to provide personalized customized services for advertisers.

Symbiosis: investment layout, promote coupling effect

This somewhat garrulous title is not difficult to understand. We hope to develop a comprehensive market based on the mango ecology and comprehensive use of content production, platform operation, brand promotion, and investment layout.

Can give you an example around. In 2015, we invested in Chengdu Chimi, a smart hardware company with a difficult business in Sichuan. Today, the pole rice has realized a net profit of more than 50 million, and the market value has already turned 6 times, ranking first in the vertical industry of intelligent projection television. Of course, the “soft” content of our mango TV also enters the emerging smart projection communication field through the “hard” channel.

Through investment, we have completed a mango ecological layout with a reasonable internal mechanism and controllable external risks. This ecosystem not only has strong content providers such as Guanda, Ning Meng, Shang Xiang, Paile, Yingli, and Hua Chuan, but also has platform partners such as pepper and Yingke. At the same time, tentacles extend across sports, music, e-commerce, finance, and other industries. This kind of ecological layout that breaks down industrial barriers will often cause coupling effects and unexpected surprises when we carry out innovative operation of the platform and content creation.

Third, forerunners: Striving for media integration

Since 2014, Mango TV launched a single-broadcast strategy, we have been thinking about how to realize the maintenance and appreciation of state-owned assets in the large-scale collective loss-making environment, and realize the dual benefits of social benefits and economic benefits. In four years, we have found that we cannot simply fight with BAT, fight for revenue, and fight for traffic. Instead, we have to work hard on cost control, multi-channel revenue, and revenue structure adjustments.

The fourth industry, take the lead in profit.

At present, the mango TV industry ranks fourth and the overall revenue has doubled for three consecutive years. In the first half of this year alone, the overall profit of the entire platform exceeded 150 million yuan, and it is expected to achieve a profit of 4-5 billion in the whole year. Mango TV has become a BAT. The only platform in the industry to achieve profitability.

Recognize yourself and the path is clear.

Compared with the old platform, we don't have an advantage in Internet technology, but content creation is our advantage. Therefore, we must use our content advantage to become an important driver of our profitability. Compared with Capital Plaza, we do not have a dominant capital size. However, the efficiency of capital use is our advantage. Therefore, we insist on self-control, the main investment is controllable, and the input-output ratio is optimized. Compared with video website giants, we do not have an advantage in the size of advertising revenue, but through adjustment of the income structure, we increase the income from diversification. Channels, we can still make the cake bigger.

Innovative formats, optimize the structure.

Up to now, the main business income of Mango TV has become more and more stable. The slowest growth in advertising revenue has also seen a 70% increase this year. Operators’ IPTV services have already landed in 30 provincial-level administrative regions across the country, covering more than 55 million users and an annual growth of 191%. They have been short-term member business before this year. Nearly 150% of the growth; while the proportion of copyright distribution revenue decreased, the proportion from the original 1/3 to less than 1/4. Through innovation, Mango TV's income structure is more diverse, balanced and reasonable.

Finally, I would like to sum up in one sentence: “The grass is creeping up and Spring Hill is hopeful.” We are the “new youth” on the new era road. In the future, as long as we walk towards the sunshine, we will be able to put all the darkness behind us. ! Mango TV is very willing to collaborate and share development with various industry partners!

thank you all!