Analysis Of Domestic Short Video Profit Model

The information dissemination was promoted by the rise of mobile internet.Short video has become the main forms of content distribution on social platforms with its fast transmission efficiency,and the content market has become the Red Sea in the mobile internet venture due to high investment and high exposure.Platforms and content providers begin to explore the profit model after traffic monetizing.However,investors have entered the market to attract traffic and resulted in market disorder.The whole market poses a severe test for the survival of the content providers.On the other hand,the openness of content ecology leads to a large amount of homogenization and piracy with the reduction of the threshold for making short videos.The proceeds of the providers are illegally divided.Many small producers has slipped into the red or go bankrupt because of misunderstanding of the overall environment,distribution channels,platform analysis,and the profit model.The profit model of the short video in domestic market has a tendency to get into trouble.Therefore,the research on the short video profit model is both a hot topic and a key issue,and it is of great value and significance to both the industry and the academic community.The article defines the concept of short video under the vision of profit model,pointing out that the content of short video is the marketing means and the social attribute for purpose of accumulating traffic.The characteristics of short videos are summarized and the purpose of analyzing the profit model are proposed in the first chapter.Then,it briefly describes the development history of the short video in domestic market,summarizing the trend of the short video market from the tool-based application to the verticals,laying the foundation for the emergence of the profit model.Then the second chapter discusses the cultivation of short video market,pointing out the realistic and feasible conditions for the development of profit model both from market conditions and media conditions.The third chapter selects three mainstream profit models of short video in the domestic market: native advertising,e-commerce and IP,and analyzes the types,characteristics,and initiation of them.The forth chapter starts with the five-factor profitability theory system in “Discovery of Profit Zone” by Adrian J.Slywotzky.including profit point,profit target,profit barrier,profit source and profit leverage,focusing on analyzing the profit model of short video.The five major profit factors summarize the traffic patterns.The fifth chapter points out the challenges of the profit model: traffic limits;verticals in content market remains to be tapped;high investment are required for remaining audience needs;MCN has no advantage;the copyright protection mechanism needs to be improved.The gives some optimization suggestions: optimizing the profit source by AI;putting emphasis on the profit object's appeal to tell good stories;combining intelligent algorithms and big data to strength the profit leverage;making good use of IP to build the profit barrier.