- Sep 6, 2021
The interface news report says that Baidu has merged Haokan Video and All People’s Small Videos into a short video business unit, led by Song Jian, former General Manager of Haokan Video. Thus, after investing in MCN agency Muyun Culture and signing the contract with Happy Twist, Baidu has again upgraded the short video ecological layout.
According to the Chinese multinational technology company Baidu, the establishment of this new short video business unit attempts to bring together the two products to form a stronger ecological synergy, efficient allocation and distribution of resources, and rapid business development promotion.
As the data shows, Baidu had launched Haokan Video in November 2017. Now, after the development of three years, the independent app of Haokan Video has 30 million daily activities and 110 million global daily activities. Also, the usage time of the app is up to 70 minutes on average.
The former head of Watermelon Video Song Jian had officially joined Baidu in August of this year as the general manager of Haokan Video. He initiated Toutiao’s video business before and has successively set up video apps with tens of millions of users, like Bobo Video and Weiba Short Video. According to Song Jian, Haokan Video’s focus is on the backbone of the post-70s and 80s in population positioning, forming differentiated user positions.
Baidu has been seen to move frequently in the layout of short video content. In September, Baidu has made a strategic investment in Chongqing Muyun Culture Communication Co., Ltd. The agency is a short video MCN ( Multi-Channel Networks) agency that integrates content production, content marketing, and content e-commerce, focusing on agriculture, rural areas, tourism, and fashion.
Editor-in-chief’s comment: Baidu’s upgrade of the short video ecological layout this time revealed its firm determination to accelerate video. Since the beginning of this year, live broadcast and video have become the focus of Baidu’s layout. Baidu previously launched a short video APP Baidu Kan, which focuses on video aggregation content recommendation and search. Behind the series of innovations is Baidu’s commercialization anxiety. With the slowdown of the core search business, Baidu urgently needs to find new growth space.
In the last part of October, Haokan Video had signed a contract with the Happy Twist group, and these two parties will jointly make popular IP homemade content.