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How difficult it is for Wei Wei to save Zhao's video industry's profitability, and 2016 is arguably the most difficult year. The competition in the domestic video market has developed into a pattern of "three super powers and more powerful powers". The market competition needs continuous and high-quality content support. The BAT's top three, with its strong funding for a long-term arms race in content, has imposed a large budget for the gold owner on the hands of the giants. In the free age, whoever has more content will win. Is this still the case in the paying era? Obviously, in addition to content, unique claims and selling points are also key. 
Mango TV is also very aware of the urgency of time. It released a signal at the end of 2016 and it will become the first video platform to achieve profitability in 2017.
Video sites want to come from behind, in addition to the ad revenue of the tiger mouth to eat, the new profit model also need to break through. Coincidentally, in the dissemination at the end of last year, in addition to delivering the goal of achieving profitability, Mango TV revealed the current development of its member business for the first time. The number of active members in Mango TV increased by 519% in one year, and the number of new members increased by 220%. The number of members increased by 852%. Although Mango TV, which disclosed member data for the first time, did not directly address the number of members, it is evident from the publication of these data that Mango TV has put its membership development strategy on the agenda.
Since the beginning of the year, the first major action of Mango TV in the circle has been the launch of the “Love Mango TV†brand. Among the released products, it is basically a bundled membership package, which is linked to the goal of mango TV to achieve profitability. it goes without saying. Therefore, extending the business line to the downstream and joining the Internet TV melee is actually a move to promote the development of the members.
Breaking the new law Nowadays, advertising, content, fluency, and derivative benefits have become the four major methods for pushing video site members, and the products have been severely homogenized. If you want to stand out from the crowd and be good to your users, you will only seek new breakthroughs.
Why did the mango TV enter the Internet TV first or push the membership business? From the market structure, the current major competitors Mango TV have iQIYI, Youku, Tencent video, music as the four. Last year, public data showed that there were three existing members with 20 million members. Even Mango TV can reach the order of 20 million this year, which is still very different from similar competitors.
Let's take a look at the price system of its love mango TV. 
Among the first six products, except for the Xingmeng series, which has a slightly higher price, the remaining four products are set to purchase exclusive prices for the five-year Mango TV large-screen members, and the product+members are bound to sell them. There are even 0 yuan machines that directly promote users as members. According to the small target of 10 million users in the three years of the Love Mango TV Conference, once it is reached, it will undoubtedly be able to send a gift to the Mango members. 
It can be seen that the member channel of the Mango TV main station has gradually become a system, and multi-channel payment and page feature live game play have been developed. From the content point of view, many unique member contents have been launched in 16 years. Apart from regular contents such as movie theaters and live events, the privilege of preemptively viewing happy camps, where dads go, celebrity big detectives and other high-quality, single-player variety privilege also makes mangoes. TV has formed a significant difference with other platforms. Coupled with the help of the TV, the membership system has gradually taken shape.
From the video site to the video mobile phone, and to the MUI and smart TV, Mango TV is obviously building a complete industrial chain. The term “ecology†is also frequently appearing in the official publicity of Mango TV. Now push full-screen members, buy members to send products. How can this be more like music as the routine?
Actually, according to Ding Cheng, Mango TV is cooperating with several companies such as China Everbright Investment Fund, Skyworth and Gome. Therefore, there is not much financial pressure. Love of mango is a light operation, not a heavy asset operation, and several partners will To help love mango circulation, this is the advantage of this mode of cooperation. Unlike LeTV's self-built ecosystem, Mango TV is adhering to an open strategy with equal risks and benefits. As a licensee, early in the establishment of a wide range of set-top boxes, TV manufacturers, through the creation of smart TV operating system MUI also open its own software platform to the overall market. Nowadays, professional manufacturers, channels, and capital partners are working together to create television brands.
In summary, in addition to sticking to the unique path of member content, Mango TV is also seeking a unique development model. It can be seen that the soft and hard-to-eat mango TV is not a big glutton and it is a more reasonable way to carefully explore the industry. As for whether this road can go through and whether it can go beyond its own characteristics, we must continue to wait and see.
Friends who are concerned about the Internet TV industry have recently heard the brand "Love Mango TV." Just like a thunder, the sudden emergence of this brand is the main reason behind the TV's biggest push is the mango TV that most people seem to be "good at not being good at using force." Many people were puzzled that even Ding Cheng, CEO of Mango TV and Chairman of Love Mango TV, said that television is the hardest thing to do in all hardware entrances. From the chaos of the video site, jump out into another "pit," and why is Mango TV so tired? In fact, Mango's move is quite profound. In addition to opening the large plate of the upstream and downstream industry chain, it seems that he has begun to target members of this cake. According to iResearch's data, in 2016, each video platform has launched its member business. Through the introduction of premium content, exclusive viewing by members, advance viewing, etc., the number of paying members has continued to expand, and users’ payment habits have gradually developed, bringing video to the industry. Receive structural adjustments. It is expected that by 2019, user fees will account for 38%, making it the second largest source of income for the video industry. There is no doubt that the video contest has entered the second half, and everybody is beginning to sprint. For Mango TV, the rest of the time is running out.
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