Research On The Fashion Self-produced Programs Of The Youku

After more than ten years of exploration,China's video websites have continuously expanded the content system.Apart from the head content such as drama series,variety shows and movies,China's video websites starts to cultivate the vertical content fields such as fashion,tourism,science,and education.With the rapid development of China's economy,the rapid rise of the Professional Generated Content(PGC)mode,and the outbreak of national demands for cultural,entertainment and other spiritual areas,people began to pursue high-quality delightful life.A variety of self-produced programs boards history stage.More and more video websites not only open up the fashion channels but also invest fashion self-produced programs.Youku's fashion self-produced programs which with U / PGC genes comes from Youku and Tudou,as well as the support of the Alibaba Entertainment Industry Group,form a distinctive mode of production and communication strategy,which nowadays becoming one of typical industry representatives.However,there are still some problems: brand competitiveness is weak,the head self-produced programs are lacking,the advantages of PGC programs are not kept from the very beginning,signing follow-up support is not enough,and advertising as the main profit channel,e-commerce cooperation temporarily suspends.And thus creating head content,training ace IP;providing multi-support,letting PGC programs take roots in Youku;trying a new model of shopping while watching,"live streaming+ on demand + e-commerce",These are development directions that Youku fashion self-produced programs can refer to in the near future.