SHANGHAI, Oct. 18, 2019 /PRNewswire/ -- iQIYI, Inc.
(NASDAQ: IQ) ("iQIYI" or the "Company"), an innovative
market-leading online entertainment service in China, held its annual iJOY Conference (the
"Conference") in Shanghai on
October 15th. Under the theme of "New
Trends New Growth", the Conference served as a platform for iQIYI
to announce its content and marketing strategy for 2020 and discuss
the future prospects of China's
entertainment industry with brand advertisers and iQIYI
partners.
On iQIYI's content and marketing strategy for 2020, Gong Yu,
Founder and CEO of iQIYI said, "as the online video industry enters
into a mature market, iQIYI will not only continue creating content
liked by the general public, but it will also be producing vertical
content that caters to the needs of targeted audiences."
Founder and CEO Gong Yu, Chief Marketing Officer Wang Xiangjun,
Chief Content Officer and President of Professional Content
Business Group (PCG) Wang Xiaohui,
Senior Vice President Chen Wei, Vice
President and the General Manager of the Program Development
Center, and many other iQIYI executives delivered speeches at the
Conference, sharing iQIYI's content and marketing strategies and
upcoming new releases with thousands of advertisers and partners.
Exploring how AI empowers innovative marketing
mechanisms
With the rapid development of AI and 5G, technological
advancements such as optimized bandwidth and enhanced video quality
will not only improve iQIYI users' viewing experience, but also
promote greater integration between media and technology.
As China's leading online video
streaming platform, iQIYI is committed to enhancing its marketing
offerings by promoting innovation-driven values in both technology
and content creation. By applying AI to all aspects of its
businesses, iQIYI continues to meet the increasingly personalized
needs of users by perfecting its content creation and
recommendation mechanisms.
At the Conference, iQIYI's Founder and CEO Gong Yu explained
that the visual and audio recognition and synthetic technologies in
AI allows advertisements to blend seamlessly into content,
achieving full integration between content and advertisements. This
means that the number and quality of advertisements will not be
compromised even when the users are enjoying films or dramas.
In terms of marketing products, iQIYI has developed a wide range
of AI-powered marketing features to address the diverse needs of
advertisers. These AI-powered features differ in format and
function by allowing advertisements to be presented as on-screen
pop-up indications during viewing, or as part of the news feed when
browsing on the platform. AI's adaptability allows advertisements
to be tailored to different scenarios and reach iQIYI users as they
watch videos, conduct searches or interact with other users on the
platform. This helps make sure that advertisements can reach the
right users at the right time and place.
Promoting the growth of brands through content IP
optimization and value-driven marketing
As the global market continues to experience instability, Wang
Xiangjun, Chief Marketing Officer of iQIYI, believes that
investment in brand value serves as the key sustainable growth path
for companies. At the Conference, Wang noted that despite
growing challenges in the economy, the market continues to embrace
new consumer trends that are purpose and value driven. iQIYI
believes that the key to brand growth is understanding the values
of belief-driven consumers, consumer trends amongst the youth and
premium consumers, as well as establishing core brand values and
communication channels between brands and consumers.
By recognizing the importance of brand value and the uprise of
belief-driven consumers, iQIYI developed a "brand value growth
model" which utilizes iQIYI's advantages in its premium content
productions and technology. Through iQIYI's strong understanding of
value-driven consumption trends and its ownership of the beloved
original IP content and innovative marketing mechanisms, iQIYI's
brand value growth model offers brands marketing opportunities that
resonate with the personal values of target audiences.
iQIYI is confident in the prospects of growth in business and
creativity in the Chinese market and will strive to optimize the
growth of brands and partners.
Dong Xuanyu, General Manager of Drama & Variety Show Content
Marketing Center of iQIYI, explained at the Conference that iQIYI
will be combining its IP resources, especially those from its drama
and variety show resources to offer advertisers an IP-driven
marketing platform, enabling brands to reach iQIYI users
effectively.
For the marketing of original dramas, iQIYI announced that it
will be launching three original drama categories – the 7100
Category, TOP Category and Themed Category - with long-term
advertisement partners including Huawei, Coca-Cola, and Mizone.
Dramas created under the original drama categories will differ in
genre, audience and production goals depending on which Category it
falls under. iQIYI will also be partnering with Vipshop and Suning
Appliance Group on advertisements shown at the beginning of videos,
as well as on-screen pop-up ads embedded in the content. In terms
of marketing for variety shows, iQIYI will continue to focus on a
social-orientated strategy, emphasizing on content immersion and
interactive elements that drive communication between brands and
users.
Going forward, iQIYI will continue to support the brand value
growth of its partners by focusing on the integration of content
creation and marketing innovation and utilizing its insights on
changes in consumer trends.
iQIYI to invest over RMB 20
billion in over 200 new releases
At the Conference, Wang Xiaohui,
Chief Content Officer and President of Professional Content
Business Group (PCG) of iQIYI, announced the company's upcoming
content strategy and new releases for the next year. In 2020, iQIYI
will invest over RMB 20 billion in
over 200 new releases across six genres of variety shows and five
genres of drama series, in addition to sports and other vertical
business areas. Wang said that iQIYI's investments in content lay a
strong foundation for its future content development capacity and
guarantee a strong content selection.
In the highly anticipated area of TV dramas and variety shows,
iQIYI will continue to focus on genres such as family, epic,
lifestyle, sports and music that are based on cultural trends in
China. Variety shows to be
released in 2020 include the return of highly acclaimed shows such
as Qing Chun You Ni 2, I
Can I BB 6, The Big Band 2, The Rap of China 2020, CZR II, FOURTRY,
Miss Voice, We Are Champions, as
well as shows with specific target audiences such as Top
Influencer, My Little
Tutor, Hi Housemate 2, I Actor 2, and
Falling in Love Like a Romantic
TV Drama.
iQIYI also announced that in 2020, key releases for TV dramas
entail 23 new dramas that include the highlight anticipated series
such as The Sleuth of Ming Dynasty, Once Upon a Time in LingJian
Mountain, The Great Ruler, Love in Shanghai, If There is No Tomorrow, Fearless,
PINGPONG, Tientsin Mystic 2, REUNION: The Sound of The Providence,
iPARTMENT 5, HOT–BLOODED YOUTH
and Court Lady.
With a strong selection of upcoming releases, iQIYI will be
rolling out new content on a quarterly basis to meet different
audience preferences. For each quarter,
there will be key releases of drama series under a specific focus
and more than two top variety shows. Additional content from
the entertainment, culture, lifestyle and family genres will also
be released to cater interests of specific groups.
Furthermore, iQIYI also announced that as 2020 will be a big
year for sports, it has acquired online broadcasting rights to the
2020 Euro Cup and the top 12
prequalification games of the Asia
division for the 2022 FIFA World Cup.
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.