BEIJING, Oct. 23, 2020 /PRNewswire/ -- iQIYI,
Inc. (NASDAQ:IQ) ("iQIYI" or 'the Company'), an innovative
market-leading online entertainment service in China, announced the upcoming releases of more
than 200 shows and shared the brand marketing solutions at its
annual iJOY Conference (the "Conference") held in Shanghai on October
22. The Conference was attended by Gong Yu, Founder and CEO
of iQIYI; Vivian Wang, President
of New Consumer Business Group (NCG) and Chief
Marking Officer of iQIYI; Wang
Xiaohui, President of Professional Content Business Group
(PCG) and Chief Content Officer of iQIYI; and well-known industry
professionals including Ma Dong,
Founder and CEO of MeWe Media; Du
Hua, CEO of Yuehua Entertainment; He Xiaoxi, Founder and CEO
of Xiao Guo Culture Co. Ltd.; director Wei
Zheng, and writer Ma Boyong.
In addition to announcing its latest content and marketing
strategy, the Company also shared at the Conference key marketing
and content trends that will shape the future of online
entertainment landscape in the years ahead.
"The era of segmented audience groups have arrived. The
combination of innovation and quality is advancing the evolvement
of production efficiency and content distribution. It's also
changing the business model of streaming platforms. The D2C
(Direct-to-Consumer) model has become a clear path to which the
future development of long-form videos will follow," said Gong Yu
at the Conference.
Combination of content segmentation and technology innovation
drives D2C model to become future growth path of film and
television industry
Due to the complementary nature of audience segmentation and
technology innovation, Gong Yu believes that D2C is the clear path
of development for streaming platforms going forward. Under the D2C
model, streaming platforms function as an open platform that
carries a diversified selection of content. Gong Yu noted that as
long as a piece of content is well-received by platform users, it
will bound to receive market recognition and financial return.
Along with its partners, iQIYI is committed to exploring the
opportunities and potential of the D2C market.
"Online film and television content users are becoming
increasingly diversified. The industry is now gearing towards
genre-specific content. Users want to find content that they
resonate with emotionally amidst a diversified content selection.
The Industry should produce content based on the specific
preferences of different audience groups," Gong Yu said during his
keynote.
With quality content at its core, iQIYI's new "Project
Kangaroo" brand alleviation program seeks to help growth of new
consumers brands
At the Conference, Vivian Wang
announced that iQIYI has launched "Project Kangaroo", a brand
alleviation program that aims to provide brands with resources in
content IP, celebrity access and traffic to help it adapt to new
trends and grow. By being one of the first brands to participate in
the program, food brands like CHOCDAY and ZIHAIGUO have become some
of the fastest consumer brands due to its collaboration with The
Rap of China 2020 and Let's
Party and celebrity sponsorships. iQIYI also plans to launch
the project in overseas markets by assisting Chinese brands that
wish to expand outside of China.
"Brand value is critical to the success of companies. Brand
exposure through quality content is key to ensuring the sustainable
development of a brand. Only quality content that expresses the
brand accurately can capture the loyalty of consumers," said
Vivian Wang at the Conference.
iQIYI's upcoming content strategy for 2020
More than 200 upcoming releases announced, of which nearly 150
will be priority shows for the Company in the coming year, cover a
wide range of genres including drama, variety show, film,
animation, sports and children-friendly, making iQIYI an industry
leader in terms of both the number of genres and vertical content
type for its offerings.
"The age of refined and preference-based consumption is
approaching where a high premium is placed on quality content,"
Wang Xiaohui said in a keynote
speech at the Conference. "People are becoming more cautious about
the uncertainty in the post-pandemic era. What iQIYI needs to focus
on the present and produce more positive content to uplift the life
of our users."
In the coming year, iQIYI will continue to invest heavily in
content creation and boost its presence in many more vertical
content types as part of its efforts to cater to the diverse needs
of users. Regarding its content strategy, iQIYI will target six
trending vertical contents in its variety show segment, launch
three genre-dedicated content libraries known as 'theatres', and
increase its offering in animation and top global sports events
coverage.
iQIYI will launch variety shows such as YOUTH WITH YOU,
The Rap of China, Qi
Pa Shuo, Fourtry,
Housework Man and The Adventures of Detective,
covering young people's spiritual life, lifestyle and entertainment
scenes.
Going forward, iQIYI will promote three major 'theatre'
offerings, including the successful "Mist Theatre", which features
suspense productions such as Who is murderer and Gold
Panning, as well as the launch of the new "Sweet On Theatre",
which will feature romance productions such as MOONLIGHT and
Flipped, and the new "Laugh On Theatre", which will feature
comedy shows such as A Tale of Deyun Teahouse. iQIYI will
continue developing different genres and expand its capacity to
produce a variety of content types. Furthermore, the Company will
continue to partner with talented actors and actresses across
different age groups as it continues to provide premium shows that
feature high-level performances and production values.
iQIYI will launch dramas such as The Rebel, Go Go
Squid 2: Dt, Appledog's Time, DEAR MISSY, My Dear Uniform and
LuoYang. These shows discuss social issues that are relevant
to modern society, interpret youth content and transmit traditional
cultural values. In terms of iQIYI's IP reserve, the Company has a
strong collection of famous drama series such as Fox Spirit
Matchmaker and Beyond The Ocean. They will help further
satisfy the audience's needs for classic drama series.
About iQIYI, Inc.
iQIYI, Inc. is an innovative market-leading online entertainment
service in China. Its corporate
DNA combines creative talent with technology, fostering an
environment for continuous innovation and the production of
blockbuster content. iQIYI's platform features highly popular
original content, as well as a comprehensive library of other
professionally-produced content, partner-generated content and user
generated content. The Company distinguishes itself in the online
entertainment industry by its leading technology platform powered
by advanced AI, big data analytics and other core proprietary
technologies. iQIYI attracts a massive user base with tremendous
user engagement, and has developed a diversified monetization model
including membership services, online advertising services, content
distribution, live broadcasting, online games, IP licensing, online
literature and e-commerce.
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SOURCE iQIYI, Inc.