At the conference, Vivian Wang, CMO and president of iQIYI’s New Consumer Business Group shared her perspectives on the company’s content marketing strategy. “Content will be the starting point for new business models over the next decade,” he said. “Content is now shaping customer trends. Businesses can only gain ground by creating content-based customer scenarios and expanding their content-based business, content as an access point, and making their brands popular.”
Redefining content creation and vertical content to meet the needs of users, basic IP assets
To satisfy users’ developing entertainment desires, iQIYI is committed to generating a diversified portfolio of content based on its robust content creation capabilities. In terms of variety programming, iQIYI will be in five areas, adding youth idols, youth culture, cutting-edge vertical content and lifestyle. The company will produce more blockbusters and a variety of successful displays and introduce new themes to earn more users from other demographic groups, creating multidimensional content scenarios. As for the drama series, iQIYI’s Mist Theater has proven popular and identified for its high-quality content. The company will build on this drive to launch more themed content options, such as romantic theaters or New Year’s celebrations.
Heavy dramas and variety displays to create customer scenarios
Based on extensive studies and knowledge of user needs, iQIYI will continue to innovate in its content provision. At the conference, iQIYI announced 20 upcoming variety exhibits and 40 major new drama series, providing a diverse variety of entertainment content for the public and entirely new customer scenarios for advertisers.