Alibaba Entertainment Recruitment

On February 23rd, Andy, the public relations director of Alibaba Entertainment, committed suicide by jumping off a building.

The news shocked the internet for a time.

Later, the family confirmed that the news of death was a fact, but did not disclose the cause of death, and expressed the hope that the deceased could be respected and the other party could leave quietly.

Today, Andy's name can't be found in Ali's entertainment media group, and Ali didn't respond whether Andy committed suicide because of too much work pressure.

However, it is undeniable that Andy's departure made the crumbling Ali Entertainment worse.

The same development of entertainment, Ali Entertainment's development in recent years is obviously not as good as Tencent Entertainment.

Why did Ali, who is rich in assets and thriving on the Internet, encounter Waterloo in the entertainment circle?

At the beginning of the establishment of Ali Entertainment, Ma Yun placed high hopes on it.

Ma Yun said at an internal meeting that Ali's entertainment business is for Ali's future consideration. Ali can't just rely on the business of e-commerce, because the mainstream demand of people in the future will mainly focus on entertainment and health.

Therefore, the main purpose of the establishment of Ali Entertainment is to introduce traffic to Ali's e-commerce through entertainment business and compete with rivals such as Tencent.

In order to make Ali Entertainment grow rapidly, Ali invested heavily in the acquisition.

In 20 13, Ali acquired Xiami Music and established the Digital Entertainment Division, which was the predecessor of Ali Entertainment.

In the same year, Ali will also buy Evergrande Football, a football club, from China, which is beautiful, UC and cultural every day, making him one of the leading figures in the domestic entertainment circle in a short time.

In 20 15, Ali spent $4.5 billion to acquire Youku, the number one video website, and expanded the entertainment sector again.

After occupying a place in the video industry, Ali set up a non-stop reading and constantly improved the entertainment map.

In 20 17, with the successful establishment of the game business group, Ali entertainment sector was completely improved.

In just a few years, Ali has made up all the acquisitions of entertainment projects from scratch, easily covering the entertainment field.

At this point, all members of Alibaba Pictures have been in place, and Ali Digital Entertainment has grown formally.

With everlasting music and Xiami Music, Ali once mastered the exclusive copyright of more than 60% Chinese songs, occupying a leading position in the market.

Film and television, literature, games and digital entertainment all occupy high ground. Coupled with the big financier Ali behind, it seems that the future entertainment industry is Ali's world.

No one expected that although Ali acquired strong traffic such as shrimp and excellent soil, it failed to achieve the effect of strong alliance.

On the contrary, in recent years, Youku has given up the position of video number one, and has been gradually replaced by Aiqiyi and Tencent Video.

Xiami Music officially closed at the beginning of this year, which became the tears of the years in everyone's heart.

It can be said that after being acquired by Ali, these kings in their respective fields failed to glow with new light. Instead, it will either shrink or disappear, or it will be merged and disappeared. Youku potato is like this, and shrimp is like this every day. No one has been developed at all.

To tell the truth, from beginning to end, the equipment of Ali Entertainment is top-notch, which can be called the combination of king and bombing.

For money, Alibaba Group is not lacking at all. In the first quarter, it burned 6.4 billion yuan casually.

We need the support and help of the group. In the past five years, Ali Entertainment has changed three presidents, 10 core executives, Ali elders, professional managers and new generation energy, all of whom have been sent to help Alibaba Entertainment, trying to make it develop rapidly.

In order to know more about idealism and industry, we invited top musicians such as Gao and Xu Yuanxiang, a genius in the film and television industry.

Good investment projects, Youku and Shrimp, each of which was a leader in the industry at that time, had a good development prospect.

However, Ali Entertainment has unconsciously played a good hand.

In the final analysis, Ali Entertainment has no soul, and even Fan Luyuan, who doesn't understand the film and television industry, is in charge of Ali Entertainment.

The entertainment circle is a place where professionals watch the doorway and laymen watch the excitement.

Without a certain professional background, it is doomed to be unable to understand its internal laws.

So in recent years, Ali has not invested less money. There are fewer and fewer explosive dramas of Youku, and there is no popular variety show.

The exclusive copyright of shrimp has also been decreasing, and finally it has to be shut down.

The game can't compete with Netease and Tencent, so there is no explosive game.

Of course, the biggest problem with Ali's entertainment is that you want too much and can't grasp it.

Since its establishment, Alibaba Digital Entertainment has not been eager to do a good job in the film and television industry, the game industry or even the music industry, but for the ultimate e-commerce.

Therefore, even if Ali's entertainment is strong, the trajectory deviates, which means that the road is wrong.

Invisible, inadvertently ignored the development of the content industry, resulting in Ali Digital Entertainment can not be bigger and stronger.

For example, Iqiyi and Tencent do dramas and variety shows, and more goals are to look good and attract traffic as much as possible.

But youku is not.

Previously, Youku had launched a variety show called "The Food of Sunrise", in which fresh boxes of horses were implanted while cooking delicious food.

All the components of the whole program are related to box horses, and the goal is to increase the sales revenue of box horses to a certain extent.

No matter how natural it is, it also makes people feel that food has fallen into the hair, causing a diaphragm reaction.

Using this mentality to do content, whether it is music or variety, or even TV series or even games, it is difficult to impress the audience, let alone make it more brilliant.

The content naturally can't attract the audience, and it's hard to attract gold. However, although Ali is not short of money, no matter how strong his assets are, he can't stand the continuous losses of big entertainment.

In 20 18 years, the loss of Ali Digital Entertainment reached 21400 million yuan; Although there were not so many losses in 2020, it still suffered a loss of 2.4 billion in the fourth quarter, making it the king of losses in Ali's business segment.

Although Ma Yun initially predicted that the entertainment club would lose money, he even said, "It doesn't matter if you lose ten years."

However, looking at the uc plate that has been silent and Xiami Music that has been shut down, I feel that Ali's confidence in burning money for entertainment is getting less and less.

For Alibaba Digital Entertainment, the urgent task may be to find someone who knows entertainment and the Internet to take the lead and concentrate on the content.

Think about drainage when there is traffic, and maybe everyone will be much easier.

Perhaps, like Andy, the tragedy of suicide due to work pressure will not happen again.

. End.

References: Who will save Ali Entertainment: Gao

Text | September

Edit | Song

Typesetting | Wang Dake