Alibaba Digital Media & Entertainment Diverse Entertainment Platforms with Broad Scale
FAN Luyuan, President of Digital Media & Entertainment
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September 23-24, 2019 Hangzhou, China
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[VIDEO]
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Tapping into the Growing Demand for Entertainment of Chinese Consumers满足中国消费者日益增长的娱乐需求
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Business Overview
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业务全景
Business Strategy
02
商业策略
Alibaba Digital Economy Synergy
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生态协同
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Business Overview
01
业务全景
Business Strategy
02
商业策略
Alibaba Digital Economy Synergy
03
生态协同
Diverse Entertainment Platforms with Broad Scale
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Alibaba Digital Economy Consumers
User + Merchant + Industry Insights
Music
Literature
Film
Theatre
Variety Show
Sports
Animation Documentary
Live Concert
Folk Art
TV Series
Exhibition Show
Gaming
Music Concert
规模化多元化的娱乐平台
阿里巴巴数字经济体消费者
用户 + 商家 + 行业洞察
Digital Media and Entertainment Content全娱乐内容
Ordinary People Authentic Hero Evoking PassionPositive Energy
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· 小人物 · 真英雄 · 正能量 · 大情怀
Premium Content Focused on Four Thematic Pillars致力于四大主题的优质内容
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June 2018 June 2019
+46%
Paying Subscribers Growth(1)
Note: 1. Increase in number of average daily paying subscribers of Youku from June 2018 to June 2019.
中国领先的长视频平台
Leading Long-Form Video Platform in China
Most Comprehensive Film Infrastructure Service Provider in China
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TOP 10 Grossing Films in China(1)
(RMB Billion)5.69
4.65
4.66
3.653.403.39
3.10
2.55
2.442.24
Wolf Warrior 2
The Wandering Earth
Ne Zha
Operation Red SeaDetective Chinatown 2
The Mermaid
Monster Hunt 2
Dying to Survive Hello Mr. Billionaire
Monster Hunt
Note: 1. Beacon box office data as of August 31, 2019. Red movies are movies that are co-produced and distributed by Alibaba’s Digital Media and Entertainment segment.
中国电影业最大的基础设施提供者
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Damai's Concert Tickets Market Share(2)
70%+
Notes: 1. In 2018, according to Analysys. 2. For 2018, Damai sales as a percentage of China’s total concert box office sales (2018 China Performing Arts Market Annual Report, China Association of Performing Arts).
Largest Online Ticketing Platform for Live Events in China(1)
中国现场娱乐行业最大的服务商
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Business Overview
01
业务全景
Business Strategy
02
商业策略
Alibaba Digital Economy Synergy
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生态协同
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FY2018 FY2019 FY2018 FY2019
Licensed
Overall Content Volume by Type(1)
Overall Content Spending by Type(1)
Owned(2)
Licensed
Owned(2)
Notes: 1. Breakdown for Youku's drama and variety shows signed since FY2018, excluding content that costs less than RMB10 mn.2. Ownership represents 50 years of copyright protection under PRC law.
Buy / 采买 Build / 自建+
Partner / 合制
Ways to Obtain Content
Self Produce / 自制
From Licensing to Owning Content 从“租赁”模式升级为“产权”模式
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FY2017 FY2018 FY2019
Exported Content Volume(1)
Note: 1. Content includes drama and variety shows.
+129%
+138%
Create Exportable Content Beyond China优质内容出海
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Trusted Partner of the Hollywood Big Six in China
IMDb
Points (1)9.1Taopiaopiao
8.4
Best Picture
Best Documentary
Points (2) IMDb
9.3Taopiaopiao
8.2Points (1)
Points (2) IMDb
8.7Taopiaopiao
8.2Points (1)
Points (2)
Notes: 1. Taopiaopiao data as of September 16, 2019. 2. IMDb data as of September 16, 2019.
Jury Prize
首席营销平台Marketing Platform Entertainment Platform
全系列观看
好莱坞六大在中国的最佳合作平台
Best Partner for Films Imported to China 海外影视公司在中国的最佳合作伙伴
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Address FinancingImprove Cash Flow
Precise Marketing Measurable Results Merchandise
Standardize ProcedureProject Management
Cinema and Venue Management
Improve Operations Decrease Costs
Viewing and Ticketing Platform User Community
Finance Production Distribution Consumer IP Commercialization内容投资 内容制作 宣发推广 消费者决策 影院场馆经营 IP 衍生品
Empower Industry | Provide New Infrastructure for Entertainment Industry产业赋能 | 为文娱行业提供全链路新基础设施
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100% paying user repurchase rateProduction Companies (1)
400 Represent 38% of movies (2)Movies Served (1)
280 Content
Evaluation System
Feedback, Popularity
Index
Scalable Marketing New Retail + IP
Resource Center
Copyright Protection
Distribution Tools
Beacon App
Beacon Academy
Strategy Development
Resource Allocation
Dynamic Adjustments
Value-added Services
+ +
Notes: 1. Beacon data from June 1, 2018 to August 31, 2019. 2. Out of total films in cinema in China. Data sourced from Beacon from June 1, 2018 to August 31, 2019.
内容评估体系 广告规模投放口碑传播
用户舆情监测宣发热度指数
新零售 + IP
Empower Industry | Smarter Movie Marketing and Distribution产业赋能 | 让电影宣发更智能
Digitization Measurable Results Efficiency Improvement
BEACON
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国际版海报
Global Version Poster
Case Study
Beacon Transforms Independent Movies into Popular Hits灯塔助力小众电影,打造爆款
Most suitable name based on content与影片内容更契合的片名
Avoid grey and dull color tones
避免使用灰暗和压抑色调
Increase main character portrait size
放大主角的演技和形象
Data Insights数据洞察
Pre-screening Positive Ratings by Viewer Groups
试映会好评率
<25 Age
Before Release Interested Users by Gender
上映前观看意愿
73%
Female Male
27%
55%
>25 Age
<25 Age
>25 Age
45%
38%
36%
Pre-screening Reviews
TOP 1 InspirationalTOP 2 Great MovieTOP 3 Compassionate
试映会观后评价
Female Male
国内版海报
China Version Poster
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After Premiere, Beacon Provides Real-time Data Insights上映后,灯塔提供实时数据洞察
54 US$ MNChina
6 US$ MNNorth America1.
Box Office(1)
票房
国内版海报
China Version Poster
Case Study
Beacon Transforms Independent Movies into Popular Hits灯塔助力小众电影,打造爆款
Note: 1. Box office data from Box Office Mojo.
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Fenghuang Yunzhi(1)
3,500 Maizuo(1)
600 + +
Note: 1. Number of contracted cinemas and venues as of June 30, 2019.
Cinemas on Venues on
Stable Ticketing System稳定的票务系统
Data Analysis and Insight可视化数据服务
Operational Management System经营管理系统
Empower Industry | Smarter Cinema and Venue Management Systems产业赋能 | 让影院场馆经营更智能
Smart Cinema Management Platform
Smart Venue Management Platform
MaizuoFenghuang YunzhiDynamic Pricing
Advertisement
Pipeline Marketing
Site
Official Website
Member
Product Ticketing Smart Hardware
Headquarter
Channel
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Business Overview
01
业务全景
Business Strategy
02
商业策略
Alibaba Digital Economy Synergy
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生态协同
Notes: 1. Overlapping consumers means Youku paying subscribers who are also consumers of Alibaba's China retail marketplaces. For the twelve months ended on June 30, 2019, overlapping consumers spent 2.1x more than China retail marketplaces consumers who are not Youku paying subscribers.2. Overlapping consumers as a percent of Alibaba’s China retail marketplaces consumers for the twelve months ended on June 30, 2019. 21
Alibaba’s China Retail Marketplaces(1)Alibaba’s China Retail Marketplaces
of Alibaba’s China Retail Marketplaces’ Consumers are Youku Paying Subscriber
× 12Youku
Paying Subscribers
2.1 %Overlapping consumers buy more on
阿里巴巴中国零售平台 优酷付费会员重叠用户在阿里巴巴中国零售平台的购买力更强
A Marketing Channel for Alibaba Digital Economy文娱业务成为阿里经济体商家精准营销的阵地
重叠用户占比阿里巴巴中国零售平台年度活跃买家
MovieVariety Show
Live Show
TV Series
…
…
New Retail Merchant
Brand
E-commerceLocal
Service
Channel(2)
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Fliggy: Increase in ticket sales Xi’an’s Chang Hen Ge 64%(4)Ele.me: Beijing Lamb
Soup Orders Increased by 180%(1)
Eat Travel
Shuqi Novel: Increase in eBooks Readership 610%(2)
Read
Xiami Music: Clicks of trial OST 5.8mn(3)
Listen
Notes: 1. The Longest Day in Chang’an was released on June 27, 2019. Increase in orders of Beijing Lamb Soup was calculated by comparing number of orders between June 18 and June 26, 2019 with number of orders between June 27 and July 5, 2019. 2. The peak number of times the ebook of “The Longest Day in Chang’an” was read on the Shuqi app in July 2019 divided by the average number of daily unique readers of the ebook in June 2019. 3. Xiami data as of August 31, 2019. 4. The increase in Chang Hen Ge ticket sales was calculated by comparing average daily sales from June 14 to June 20, 2019 with the average daily sales from June 28 to July 4, 2019.
食在十二时辰 读在十二时辰 乐在十二时辰 游在十二时辰Case Study
The Longest Day in Chang'anRelevant Content Drives More Consumption in the Alibaba Digital Economy
头部IP价值带来的集团生态共赢
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Performances and competitions build branding across the country
Sign top performers and continue to develop existing talents License 10 brands Online and offline dance classesThe combination of show and fans
creates other monetization opportunities
Online to Offline
Content to Talent
Short Term to Full Year
Merchandise to Cultural Consumption
线上到线下 短期到全年 节目到艺人 商品消费到文化消费Case Study
Street Dance of China 2Value Leveraged Across the Entire Digital Media and Entertainment Platform全文娱业态协同
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Diverse Entertainment Platforms with Broad Scale规模化多元化的娱乐平台
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