Alibaba's Tudou Site has Transformed into a Short Content Platform
Joey Haar — April 21, 2017 — Social Media
References: tudou & marbridgeconsulting
Alibaba's Tudou platform, a site that has functioned as something comparable to YouTube for Chinese internet users, is currently undergoing a reformation in order to better suit the needs of Chinese viewers. Alibaba Digital Media and Entertainment Group has announced that it will be repurposing its online video platform to feature short-form content generated by users.
The change to Tudou comes in conjunction with a change to the organization of Alibaba's online media properties. Those properties, which include Tudou, Youku, UCWeb, UC Headlines, Taobao, Shenma, and Wandoujia, will now be housed under the single umbrella site Dayuhao (which literally translates to "big fish").
On the new Tudou site, users will still be able to submit their own content, but that content will now need to fit stricter length requirements.
The change to Tudou comes in conjunction with a change to the organization of Alibaba's online media properties. Those properties, which include Tudou, Youku, UCWeb, UC Headlines, Taobao, Shenma, and Wandoujia, will now be housed under the single umbrella site Dayuhao (which literally translates to "big fish").
On the new Tudou site, users will still be able to submit their own content, but that content will now need to fit stricter length requirements.
Trend Themes
1. Short-form Video Production - The repurposing of Alibaba's Tudou platform to focus on short-form user-generated content presents an opportunity for businesses to create new marketing strategies and brand messages with concise, impactful videos.
2. Consolidation of Online Media Properties - The consolidation of Alibaba's online media properties under the single umbrella site Dayuhao presents an opportunity for businesses to more easily advertise across multiple platforms and reach a wider audience.
3. Stricter Content Requirements - The stricter length requirements for user-generated content on Tudou present an opportunity for businesses to create more focused and high-quality video content that meets the platform's new standards.
Industry Implications
1. Digital Marketing - The shift towards short-form video production on Alibaba's Tudou platform presents new opportunities for businesses to create and distribute targeted online video advertising.
2. Online Video Platforms - The consolidation of Alibaba's online video platforms under Dayuhao presents an opportunity for the industry to expand and improve the user experience across multiple platforms.
3. User-generated Content - The stricter content requirements on Tudou present an opportunity for businesses to encourage user-generated content that meets the new length standards, potentially creating a more engaged online community.
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