original title: Conflict and opportunity: World Cup net thing
each world cup for China’s Internet industry is a milestone, the 2014 World Cup in Brazil is also.
June 12th, Zhang Zhaoyang, chairman of the board of directors of the Sohu since 1998 since the previous World Cup, entrance information from the paper medium to electronic medium, the transition from PC to mobile TV screen, screen screen and video, is represent the general trend, mobile, social, will be the 2014 Brazil world cup new user experience.
as a result of mobile, social, WeChat, micro-blog and mobile QQ has become an important world cup information portal. On the morning of June 13th, WeChat circle of friends, WeChat group, as well as micro-blog’s full screen is related to the World Cup news: people through these channels to share the views of the same event in real time, disputes, or tucao.
has been the "Sports Weekly" is no longer the main sources of information for people, it is no longer a bustling grand advertising.
anxiety more than "Sports Weekly", and television. Before the 2010 World Cup, the world cup is the only viewing channel. 2010 with the video, this situation has changed, but still the most mainstream TV viewing mode. In this case, the World Cup period of advertising has been very high advertising.
this situation in the 2014 World Cup has also changed. Twenty-first Century economic report won a bid "gold resources of CCTV in 2014 results statistics" data shows, including "top scorer", "Brazil", the world cup broadcast the final bid price of gold resources advertising and the bid price is very close to, or not much growth.
and the highest scorer "" exclusive sponsor, the company won the bid for Tmall, the price is 57 million yuan, the final price of 141 million 600 thousand yuan, an increase of 148%; the "Brazil action" exclusive sponsor for an increase of 0, the base price is 46 million yuan, bid for Nike enterprise. In 2010, the general price of the winning price of more than 300%.
advertisers to reduce advertising prices, which is a matter of the traditional chiefs anxious. Affected by this, the world cup, CCTV refused to sell live video to all video sites, only the sale of copyright on demand.
video sites threaten CCTV’s advertising revenue: more advertisers are willing to put ads into the video ads such as Sohu video up, rather than vote for CCTV. The main reason for advertisers to shift their positions is that more and more users migrate from TV stations to websites.
in 2010, CCTV also thought to sell live Internet video website copyright is a windfall that does not affect their advertising revenue, each selling a live video copyright, can obtain an income. This income is not a small figure, but $30 million to 500>