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Alibaba's Online Video Platform Tudou to Transform into Short-video Platform

Sina Tech, 3/31/17

Alibaba Group's (NYSE: BABA) Alibaba Digital Media and Entertainment Group has announced that its subsidiary online video site Tudou will be completely transformed into a short-video platform, and will be led by He Xiaopeng, president of Alibaba Digital Media and Entertainment Group's mobile business division.

He Xiaopeng announced that Alibaba subsidiary UCWeb's public account on Tencent's (0700.HK) WeChat mobile messaging app and online video site Youku's user generated content (UGC) channels will be unified under the Dayuhao (literally "Big Fish") platform. Content creators will be able to post content to this platform, and will be able to distribute it to multiple Alibaba platforms with cross-platform traffic support. In the first phase, Alibaba will integrate the following subsidiary platforms: Youku, Tudou, UCWeb, UC Headlines, C2C e-commerce platform Taobao, mobile search engine Shenma (Sm.cn), and app store Wandoujia. The second phase will incorporate B2C e-commerce platform Tmall and third-party payment processor Alipay. Alibaba will also gradually improve the interconnections between user accounts and content.

The new Tudou is also launching a "Big Fish Plan," which builds up UCWeb WeChat official account's fund to reward content creators, to offer RMB 2.0 bln through prizes, ad revenue sharing, and partnerships.

The Big Fish Plan will reward 2,000 vertically integrated content creators each month. Content creators will also receive a cut of ad revenue from Tudou, Youku, and UCWeb platforms. Tudou VP Ge Wei announced the first batch of partners under the Big Fish Plan. Overseas partners include the official websites of global television channels, and domestic partners include art education platform Ronyiedu, short video platform Ergeng Video, New Studio Media (834630.NEEQ), and Beijing-based UniMedia.

Tudou is also partnering with China's three big telecom providers to offer free or heavily discounted mobile data for using Tudou.

Editor's Note: For more information on this topic, please see "UCWeb's WeChat Account Launches RMB 1 Bln Fund to Reward Content Creators," MD 12/01/16 issue.

Keywords: strategy Tudou Ge Wei Internet online video mobile video wireless UCWeb UGC Alibaba Group He Xiaopeng BABA Alibaba Digital Media and Entertainment Group revenue share

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