Ali Family Entertainment: Big Screen Times Leads New Family Scene

On December 27, Alibaba Family Entertainment announced a three-pronged strategy of “Open Upgrade, Super Content, and Data Enabling” at the launch of the strategic partnership between Ali Family Entertainment (formerly Ali Digital Entertainment) and Mango TV. This is another move of Ali family entertainment after announcing the upgrade of the living room strategy in mid-October. It fully shows the strategic layout of Ali Big Entertainment in occupying the living room with a large screen, multi-screen interaction as the core, and in-depth family entertainment.

At the press conference, Yang Weidong, president of Alibaba Group Entertainment and Entertainment Group's Great Youku Business Group and Alibaba Music CEO stated that “Ali Family Entertainment, as the main business platform for our large-screen and living room scene entrance, is responsible for the important big-screen strategy of Ali Big Entertainment. Planning, we hope to connect users with Alibaba Home Entertainment’s cross-product platform and provide users with the best home entertainment experience through the superior experience of content, technology and products.”

As an important business segment of Ali Big Entertainment Group, Ali Family Entertainment adhering to the "opening and cooperation concept of innovation is not subversion, cooperation does not replace". To this end, Alibaba Family Entertainment has launched three strategies: “Open Upgrade, Super Content, and Data Enabling” to provide integrated solutions for smart TVs and open up the family entertainment ecosystem.

Upstream and downstream cooperation and opening up ecological construction strategy foundation

Unlike other Internet companies who wish to build their own closed-loop Internet ecosystem, Ali has always maintained an open and cooperative attitude toward ecology.

According to Li Jie, General Manager of Ali Family Entertainment Division and Senior Vice President of the Big Youku Group, the open upgrade strategy is the infrastructure for the new era of the scene. Alibaba Family Entertainment hopes to create an open ecological environment. It links upstream and downstream parties in the industry. Everyone does not replace each other and build a family scene economy together. Among them, the content is the core, the user is the basis of the market, big data and new technology can have insight into the market, and the three interact with each other to push accurate video content and e-commerce, corporate peripheral products, stimulate consumption through advertising, and provide payment and logistics, etc. Service, industrial chain can be truly completed. "And this process is not a two companies can achieve, the need for multi-partners to work together," Li Jie stressed, "So we have a strategic cooperation with Mango TV today."

According to public information, along with the latest mango TV, companies that have entered the Ali family entertainment ecosystem include the Huada, CIBN, Mango TV, Youku TV, content-based Youku, and Haier, Konka, Changhong among traditional TV manufacturers. , Hisense, Skyworth, Sharp, Philips, Internet TV brands, and so on. Predictably, this open ecosystem will continue to expand.

Super hardware + super audiovisual standards to create super content

The core of home entertainment is content consumption, and the content has become the main road that connects multi-screen interactions in series and stimulates users' emotional contacts. This time Ali family entertainment and mango TV reached a strategic cooperation is to content as the core, build a multi-screen interaction, the family entertainment industry to connect multiple parties, to provide users with rich and diverse exciting content. At the same time, the super content strategy that is launched at the same time includes "super hardware" and "audiovisual standards". It is also preparing to push the user experience to the extreme.

Based on the launch of the new desktop streaming 5.0, Alibaba Family Entertainment will continue to enrich the contents of new technologies such as 4K, panorama, and VR. Prior to this, Ali Family Entertainment has developed and launched several new smart TV products in cooperation with Haier, Konka, Changhong, Sharp, Philips, and Microwhale. In addition to TV manufacturers, Ali Family Entertainment has established long-term and stable cooperation with world-renowned main chip providers such as mst, aml, haisi, board partners CVTE, audio and video, and Bluetooth software technology partners.

Li Jie said that all super hardware based on the most advanced technology is to create "super audiovisual standards" in order to meet all the demanding audiovisual needs can be met. The mainstream audience before the screen is now not the same generation that watched the TV on a fixed TV show for two nights. Some people prefer to pay attention to cinema-quality audio-visual enjoyment. Some people love variety shows and hope to interact with others. There are others who want to accompany them. A product cannot meet all the individual needs, but the open ecology can meet the most demanding needs of different users.

Big Data Enforcement for Single Individual Differentiation

Smart TVs have long been no longer solely profitable by selling hardware. Value-added service revenues and advertising revenue from users, such as video membership fees, on-demand fees, games, and application downloads, have become new profitable points. Under the support of big data, satisfying each viewer's different hobbies and habits will bring more possibilities to the big-screen economy.

According to Li Jie, “Based on Alibaba’s big data analysis, we have a comprehensive understanding of the viewing preferences of you and your family through the massive video content and the unique advantages of Ali Big Data and cloud computing. , Let each user have his own exclusive large-screen content, form an accurate push of thousands of people.” Edge X, voice intelligence systems and other product innovation and landing, then help users more conveniently enjoy their interest And diverse content of consumer characteristics, such as film and television, weak social circles, and interactive interactions, to satisfy various viewing habits and bring new viewing experiences. At the same time, targeted and targeted advertisements are targeted at users’ different preferences, and At the time of the movie and movie, the brand's main merchandise and surrounding related purchase channels are provided, forming immediate consumption and creating a complete living room with a large-screen living entertainment scene."

“Ali Family Entertainment has accumulated some user big data,” said Li Jie. “For example, we observed that users’ large-screen viewing behavior found that in Tianjin, the proportion of the elderly is the highest, the proportion of children in Jiangsu and Zhejiang is the highest, and that of Hebei and Henan is within the northern region. The average daily viewing time is the longest in the land area, and the average start time of the northbound wide traffic jam is the latest. “Obviously, big data reveals differences in user viewing behavior in different regions, making it possible to provide differentiated operational services for users.

It is not difficult to see that in the new three-strategy strategy of building a new scenario, Alibaba Home Entertainment aims to rely on its own advantages in Internet technology, big data and cloud computing to work closely with licensees, content providers, and hardware vendors. With interaction and content as the driving force, the entire big screen ecosystem is empowered, and eventually all the partners will jointly bring more innovative, personalized and rich large-screen entertainment experiences to millions of families around the world.

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