Group Discussion Group 7

Members:

ZHU Jingxian, Kimberly

GAO Yixin, Joy

Huang Yiting

WANG You

 

Netflix is chosen as the subject. 

 

Changes in the last 10 years: 

 

In the past ten years, Netflix has undergone changes as follows:

• 2014-2017
• Underwent a major expansion into a great number of countries including France, Japan, and New Zealand.
• Developed substantial original programs.
• Established partnerships with creators, music companies, and production companies, and also acquired publishing companies.
•  Added new features and supports.
• 2017-2020
• Signed deals and cooperated with others including creators, actors, and telecommunications companies worldwide to make productions that were distributed globally.
• 2021-2022
• Stepped into the gaming industry and launched several mobile games.
• International expansion continued as partnerships and acquisitions were going on.
• 2023-present
• Gave up the DVD rental business and engaged in live-streaming, achieved an agreement with WWE to become the home of WWE's live programs, starting to expand the business of live sports.
• Launched its own advertising platform and no longer working with Microsoft on this technology.

 

Business model: 

 

Netflix now mainly feeds on its diverse subscription plans. It profits from gaming and licensing as well.

 

Key competitors: 

 

Netflix’s key competitors are basically video platforms, including but not limited to Amazon Prime Video, Hulu, Disney+, YouTube TV, HBO Now / HBO Go, and Apple TV+.

 

Clients: 

 

Considering the business model, the clients of Netflix mainly contain subscribers ( mostly young adults, teens, and low-middle income families), content creator, advertisement managers of commercials, investors (whose investment supports Netflix in making its original content), entertainment enterprises, as well as gamers.

Group discussion 1 Group6

Wechat

Group6

Zhu, Can

Li, Heyi

Hu, Jiayi

Zheng, Haixiang

Changes:

WeChat has evolved from its initial role as an instant messaging tool to incorporate a variety of features such as Moments, Subscription Account , WeChat Pay, Mini Programs, Enterprise WeChat, and WeChat Games, forming a comprehensive ecosystem.

In terms of lifestyle services, the introduction and widespread adoption of WeChat Pay have positioned WeChat as a significant player in the mobile payment sector. Regarding content consumption, the launch of WeChat Subscription Accounts and Mini Programs has attracted a multitude of content creators and developers, enriching WeChat's content ecosystem and enhancing user engagement and retention.

• 10 years ago
• Merely chat
• Import contacts from QQ
• Shake your phone

  Ten years ago WeChat focused on online chatting, importing users from qq, and also shaking the phone to find friends, etc.

• Now
• Instant voice message
• Moments 朋友圈
• Mini programs 小程序
• Subscription account 公众号
• Channels 视频号
• WeChat Pay
• A whole system

  In the past ten years, WeChat has had multiple changes. In daily life, people can voice chat online and share wonderful moments,for spare time people can learn diversified knowledge from subscription accounts, sometimes killing time by video channels.In some specific situations,people also make payments through it.

 

3Cs Model:

• Business Model

  WeChat's business model is diversified, primarily generating revenue from advertising, WeChat Pay, mini-programs, and games in its consumer-facing model. It creates profits through in-app advertising, transaction fees from WeChat Pay, and commissions from sales of mini-programs and games. Additionally, WeChat offers value-added services to businesses, such as Enterprise WeChat for commercial solutions.

• 2C
• Online and Offline Consumption: Online shopping platform channeling e-commerce and local life Consumption.
• Content Payment: Subscription account, mini program games, etc.
• Financial products: Derivatives of WeChat Payment, e.g. WeChat Red Packets.
• 2B
• Traffic resources: Moments, subscription account and mini programme advertisement.
• Business Resources: Subscription account marketing, mini programme transaction, WeChat payment and enterprise WeChat, the whole chain to attract merchants to form the digital transformation.
• Major Clients
• Multiple business model
• 2C
• Mostly people use wechat just want to keep in touch with families and friends.
• 2B
• Celebrities use Wechat Ads for promotional purposes
• WeChat channel producers,Subscription Account owners produce content for their audience.
• Businesses use mini programs to provide customer service for buying tickets or making an order in restaurants.
• Official Accounts（企業微信）
• Emoji\Sticker Artists
• Key Competitor
• As a social media: Tiktok, Ins, Facebook... v.s.
• Pay: Alipay

    Overall, we consider WeChat to be in a monopolistic position in the domestic market. However, in some refined sectors, such as the payment direction, WeChat Pay faces competitors like Alipay. In the short video domain, WeChat's Video Account competes with platforms like Douyin and Kuaishou.

 

Group Discussion_Group9

Xiaohongshu

Group 9

GUO, Jiawen 

ZHAO, Ruoqi 

HUANG, Wanting

YE, Xiaotong

Changes:

1. Started as a platform for sharing oversea shopping experience.
2. Expanded to include a wide range of lifestyle topics, including fashion, beauty, food, and travel.
3. Beyond a community since "Fulishe" was established: E-commerce transactions became available, allowing users to purchase products directly through the platform.
4. It has grown to attract a large and diverse user base, particularly among young, urban consumers.
5. More visible content: initially text-based--images, videos, and live streaming

 

3Cs model:

1. Business Model

A social media and e-commerce platform that leverages user-generated content to drive engagement and sales. A blend of social media and e-commerce, often referred to as "social commerce."

2. Competitors

Other platforms with e-commerce capabilities, such as TikTok, Du(Dewu), Pinduoduo, Taobao, JD.com.

3. Clients
-End consumers: young, trend-conscious shoppers, particularly those interested in beauty, fashion, travel, and lifestyle trends.
-Brands and retailers: selling of ad, create and execute campaigns, engaging with their consumers to promote their products and services.
-Influencers and Content Creators: creating content to engage with their followers and promote products. They often collaborate with brands for sponsored content and endorsements.
-MCN: partnership with influencers(KOL,KOC), targeting mkt for brands.

Group Discussion 1_Group 02

Group 2

Michael Chu,
Huang Xiangwei,
Huang Ziyun,
Angel Suen 

Television Broadcasts Limited (TVB)

I.           Changes in the last 10 years

TVB has been engaged in digital TV broadcasting since its establishment. 
In March 2016, it established myTV SUPER (paid OTT service platform).
In February 2017, myTV SUPER launched an online version, which can be watched through mobile phones, tablets and websites.
In March 2017, TVB announced that the number of myTV SUPER users reached three million.
On April 17, 2017, myTV SUPER Supreme Edition was officially launched. In addition to the basic version channels, 9 new internationally renowned entertainment packages (live and on-demand) and on-demand packages were added.
From April 1, 2019, myTV Gold was officially launched. In addition to the basic version channels, more packages (including tvN Movies, beIN Sports channel package and Discovery channel package) and on-demand packages were added.
On September 2, 2024, the use of myTV SUPER was expanded to Macau.

II.          The 3Cs Model

1 ) The Business Model: 

    TVB expands from B2B to B2C and has a vertical integration. TVB is a traditional media company established in 1967. Since the 2010s, it has tried to transform into a digital media player and expand its influence on digital media platforms by providing E-commerce and Video-on-demand service to make good use of its TV view and monetise it. In the past, selling advertising and content IP were its major income methods. But it expanded vertically to B2C recently, to create content and products for sale to customers directly.  TVB started to launch its local (myTV SUPER) and international (TVB Anywhere) OTT service by using Set-top box in 2016 and launched the mobile apps in 2019, which creates revenue by subscription . For E-commerce business, it launched Big Big Shop and made acquisition of Ztore to combine TV viewing and online shopping, which tried to transform their loyal TV audience base into their e-commerce platform potential customers.

2 ) Key Competitors:

    OTT platforms including viu, Netflix, HBO and Disney+. All these platforms provide subscription-based access to movies and TV programmes. According to data from Rakuten Insight, In 2021, 82% of HK residents using SVoD services used Netflix. myTV SUPER was the third most popular SVoD in HK at the time. 
All these competitors can be divided into two categories.
Overseas platforms, including Netflix and HBO Go, offer mostly movies and TV programmes around the world.
Local platforms go beyond this and offer more local programmes and news. This includes Viu, which is constructed by PCCW Media, and myTV SUPER itself.

3) Major clients: 

    Based on TVB's official data（2023 annual report） and strategic initiatives, the primary target audience for the network consists of family households in Hong Kong. To effectively engage this audience, TVB develops a range of marketing strategies centered around the family unit. To attract a broader base of individual users, mytvsuper was utilized to  diversify its offerings and implement targeted marketing strategies. 
    From the data collected by simirWeb （August) , the audience demographics for myTV SUPER  are characterized by a majority of male visitors, accounting for 59.34%, with females making up 40.66% of the user base. The most significant portion of the audience falls within the 35 to 44 age bracket. Geographically, the platform is predominantly popular in Hong Kong, engaging 93.38% of its audience from this region. The audience from Mainland China represents a significant and emerging demographic, comprising 1.93% and emerging as the second-largest client group.

Group Discussion _Group3 0910

Group 3

Aleem
Fengning
Aeri
Songgela

Red(小红书）

·Describe its changes in the last 10 years

In 2013, "Xiaohongshu Shopping Notes" App was launched, and it built a UGC content community.
In 2019, Xiaohongshu issued an internal letter announcing the latest organizational structure upgrade, which focuses on community e-commerce business

In 2017, Xiaohongshu began to transform, finding a new way to change from an overseas shopping e-commerce community to a life sharing community.

 

• What is the business model?

-Advertising marketing (Brand Collaborator Platform for product promotion and publicity; 
-Feed advertising inserted based on user interests; topic marketing for soft implantation)
-E-commerce business (self-operated "Welfare Society" and third-party brand settlement),
value-added services like data service for brand merchants to optimize strategies.

• Who are the key competitors?

-Content Competitors:TikTok (Douyin), Du(得物), Instagram, Weibo, Bilibili, Zhihu

-Transaction Competitors: Taobao, TikTok (Douyin),Du(得物), Kaola(考拉海购), Pinduoduo, JD(京东)

• Who are the clients

-A gender ratio of 3:7, where female users dominate.
-Younger, with 50% of users born after 1995 and 35% born after 2000.
-Youthful, energetic, and actively engaged in sharing and consumption, primarily driven by post-95s and post-00s.

 

 

Group Discussion_Group 1

 Group 1

Au Ka Chun, Thad

Chau Yee Ki, Joyce

Wong Ying Kit, Alpha

Lam Chak Fung, Alex

Ng Hio Tong, Toby

Lai Ka Yin, Rika

Netflix

• Changes

• Netflix was launched as a mail-based rental business in 1997. 

• In 2007, the Company launched a streaming media service, introducing video on demand via the Internet. 

• In 2011, Netflix began its efforts into original content development and shifted its focus to producing original content in 2013

• In 2023, Netflix began livestreaming with its stand-up special Chris Rock: Selective Outrage.

• In January 2024 Netflix said it had inked a 10-year deal with World Wrestling Entertainment (WWE) to stream a weekly live professional wrestling program

• 3Cs model

• Business model

• Mail-based, subscription, production of original content, live streaming, in-app gaming

• Key competitors

• Amazon, Disney+, HBO, Apple TV, Hulu, Paramount, Youtube, TV stations, movie production and distribution, entertainment companies

• Clients: 

• Individual subscribers, advertisers, content creators, TV stations, movie production and distribution, entertainment companies