Did luodayou and Stefanie Sun brush the screen of your circle of friends on the evening of May 27? The wind of online performance "blew away" the "pain of Acacia" that fans could not go to the concert. On the one hand, Stefanie Sun, the "Queen of Asia", accompanied 240million people to recall their youth, and on the other hand, luodayou, the "godfather of music", led more than 40million people to "return to childhood" and received more than 83million praise. May seems to be the most suitable season for nostalgia.
Online performance releases "nostalgic traffic"
Affected by the epidemic, the public's memory of watching large-scale offline concerts mostly stays in 2019. Since then, the number of off-line live music performances and performances has dropped sharply, and many platforms have planned to carry out on-line music performances.
Since the end of last year, Xicheng boy and Mayday have launched online concerts successively; Not long ago, the HD repair version of Leslie Cheung's concert was launched, with a playback volume of over 17million in two hours; In April, more than 46million people watched cuijian's online concert; On May 20 and 21, Jay Chou's two concerts were re screened online, with nearly 100 million people watching, creating a record for the largest number of people watching online concerts.
This online performance of Luo Dayou is his first wechat video Number concert. Video number is one of the key businesses of Tencent holdings. The announcement shows that Tencent Holdings' value-added service business revenue in the first quarter was 72.7 billion yuan, of which the increase in the revenue of live video number led to a year-on-year increase of 1% to 29.1 billion yuan in its social network revenue.
Tens of millions or even hundreds of millions of views, based on the current surge of video users. CITIC Securities said that the user scale of wechat video ID has developed rapidly. At present, dau (the number of daily active users) has reached 500million, and its user volume has been between Tiktok and Kwai (main station + super speed version). The potential active user space is expected to benchmark the level of dau 780million in the circle of friends.
Listed companies explore cross-border marketing
Previously, with the online concerts of Xicheng boy, Mayday and Cui Jian, the video number has quickly gained user popularity, and also stimulated the exploration of brand naming commercialization. Like Cui Jian's previous online concerts, this luodayou online concert was exclusively named by Jihu automobile, a subsidiary of BAIC bluevale, as a sponsor.
Previously, BAIC bluevale released the sales data of Jihu automobile in April. A total of 1140 vehicles were delivered by Jihu automobile, with a month on month increase of 54% and a year-on-year increase of 1113%; From January to April, 3186 vehicles were delivered, a year-on-year increase of 750%. The sales volume has been greatly improved, thanks to BAIC bluevale's continuous efforts in R & D and brand marketing. According to BAIC bluevale's annual report, the R & D investment in 2021 was 1.836 billion yuan, accounting for 21.11% of the operating revenue; The sales expense was 1.672 billion yuan, a year-on-year increase of 65.83%, mainly due to the increase in advertising, exhibition and operation expenses compared with the previous period.
In this online performance, the sponsor's logo appeared in an obvious position in the background of the live broadcast. Through the way of naming, the combination of performance and brand can obtain high brand exposure. The 2022 wechat video Number Ecological Development Research Report of baizhun data points out that through live broadcasting, brands can maximize their influence and maximize the coverage of interested users at one time point, which is an irresistible advantage for any brand.
Commercialization of video Number
On May 18, Tencent holdings released the first quarterly report of 2022, which mentioned the revenue related to video numbers for the first time. The revenue from live video services has become one of the core factors for the growth of Tencent's value-added services. In the first quarter, the revenue from value-added services was 72.7 billion yuan, of which the increase in the revenue from live video services led to a year-on-year increase of 1% to 29.1 billion yuan in the revenue from social networks.
Guojin Securities believes that the cost increases due to the development of video numbers and the steady growth of deferred income will form a strong support for the subsequent release of performance. At the same time, the gross profit margin of value-added services and advertising business has decreased year-on-year since the video number has not yet realized good liquidation. Subsequently, with the gradual commercialization of the video number, the gross profit margin will be improved.
CITIC Securities pointed out that the commercialization of video numbers is still at an early stage, but the comprehensive commercial value potential is huge. On January 24, the wechat video account conducted the first paid live broadcast of the NBA game. The half-time game attracted 349000 people. With the introduction of high traffic content such as online concerts, the potential of paid live broadcasting is expected to be further explored in the future.