Original title: Zhang Chaoyang: Sohu.com Ltd incorporated the live broadcast into the entire content generation and distribution framework Source: Sanyan Finance and Economics

According to Sanyan Financial News, the annual "Sohu.com Ltd World Conference" was held in Beijing on December 19th. Sohu.com Ltd shared Sohu.com Ltd's achievements so far and future development direction with hundreds of guests from domestic first-tier brands from the "Media platform, Video and Games" section.

Zhang Chaoyang, chairman and CEO of Sohu.com Ltd Company, said in his speech, "what is worth mentioning this year is live broadcasting, which has almost formed a phenomenon." He pointed out that "the progress of live streaming in marketing this year is mainly sorted out in three aspects: large-scale events, high-end interviews and value live streaming, and bringing goods." He stressed, "We are a live variety show, and we bought things when we enjoyed watching the live variety show."

"under the circumstances that the whole economy is weak and the general trend is not good, Sohu.com Ltd has maintained the stability or even growth of advertising. Significant progress and improvement has been made in the paid income of games and online dramas. Therefore, in 2020, Sohu.com Ltd Company, excluding Sogou, will be a profitable year, which is really not easy. Sohu.com Ltd Company has made a profit, which I am proud to announce here. " He said.

Following is the full text of Zhang Chaoyang's speech:

Today is a big day, is the annual Sohu.com Ltd WORLD conference, and tonight's Sohu.com Ltd fashion ceremony, in the afternoon we discuss some serious business topics, in the evening we can all relax, fashion and entertainment stars, bright stars.

Today, I lead our team. Just now Sherry Zhang Xuemei has introduced that our team is sitting in the front row to report to our distinguished partners about our work over the past year. Let me briefly talk about a framework, which will be explained in detail by our team.

Throughout the basic framework of Sohu.com Ltd's product business, we are a media platform. In terms of content, Sohu.com Ltd News has also made reports in many aspects in the past year. It is worth mentioning that the report on the epidemic in the first half of the year, as well as the US election and the international situation in the second half of the year, including the current situation is still in a sticky state.

In terms of product content, we will hear an introduction from Wang Haitao. In terms of products, we will continue to polish text, pictures, videos, plus the form of live content. In the case of how to distribute, this is the basic framework of my view of the content platform, the generation of content and the struggle of content. The content is generated by Sohu, and Yang Tian will introduce it at that time. There are three ways of distribution, from the traditional PC portal, the mobile Sohu.com Ltd network editor's distribution and the algorithm distribution, the algorithm distribution is very familiar to everyone, and social distribution is also our focus in the past year.

What is worth mentioning this year is live broadcast, which almost forms a phenomenon, and our views on live broadcast are incorporated into the framework of the generation and distribution of the whole content. We have made a lot of progress in product iteration in live streaming this year, and it is worth mentioning the progress in marketing. Today, many partners and our financiers want to hear about marketing, and we focus on marketing at great length.

Live broadcast in this year's marketing progress, mainly combing three aspects.

First of all, big events. Large-scale events can be handed over to Town Hall Meeting, and the meeting mode of the epidemic uplink is familiar to everyone. How to flow downstream, there are delays, and large-scale meetings watched by many people are major developments in Sohu.com Ltd's video this year. We have achieved a time-space-free dialogue. Tonight's fashion event will feel that many stars are not present, but it is better than being on the spot. Many activities, including the drone competition introduced by Zhang Xuemei and the joint running of the Sohu.com Ltd News Marathon, as well as the school beauty competition.

Second, high-end interviews and value live, I also participated, and Yan Cheng did a lot of high-end "BOSS1+1" interviews, many doctors stationed in Sohu.com Ltd video.

Third, bring goods. Sohu.com Ltd's goods are different from others. We are live variety shows. We bought things when we watched live variety shows happily. I just made a cooking party two days ago, and it was very happy.

Don't let each department reinvent it. The processing of the entire video content is focused on Sohu.com Ltd Video, and Sohu.com Ltd Video is used as the middle platform to get through the product matrix, so that this year's live and short video long videos, especially in terms of live video distribution, take Sohu.com Ltd Video as the middle platform. Zhang Bo's team has done a lot of work in this area this year.AssetsWill get through, our five golden flowers directly gather the traffic, so as to form a large-scale live broadcast of the head, our live broadcast, and the live broadcast of the school beauty contest reached 18 million.

In the future, as a social distribution, we hope to include long tail so-called private domain traffic in short videos and videos, and we hope to show an outbreak in 2021.

Going back to the traditional Sohu.com Ltd video development direction, if we stand on the video latitude, we are the so-called dual-engine strategy, that is, long drama mode and short video distribution mode. In long dramas, we will hear some works and marketing opportunities brought by long videos and online dramas, as well as online variety shows. At the same time, I just introduced Sohu.com Ltd WORLD's first important Changyou company to introduce the progress of the game in the future, which is today's framework.

Our performance in 2020 is still good, we effectively control costs, in the case of cost control, by opening up unique brand marketing opportunities, as I said above, in the overall economic weakness and bad situation, to maintain the steady or even growth of advertising. Significant progress and improvement has been made in the paid income of games and online dramas. Therefore, it will be a profitable year for Sohu.com Ltd Company in 2020, excluding Sogou. It is really not easy for Sohu.com Ltd Company to make a profit. I am proud to announce it here.

First of all, colleagues of Sohu.com Ltd, thank you for your hard work! Thank you to the vast number of partners, financiers for the favor of Sohu.com Ltd platform, I hope you continue to maintain confidence in Sohu.com Ltd!

After listening to many marketing cases of our colleagues, I hope you can get a lot of inspiration so that we can do better in 2021. I also hope that Sohu.com Ltd's platform can help you do better in 2021.

Let's leave the stage to our teams to talk about our 2020 and our prospects for the future.

Thank you!