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The Rise of Pear Video (梨视频): Making Short News Videos Trending on Chinese Social Media

Pear Video (梨视频) is the new kid on the block in the pool of China’s many digital news platforms.

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Pear Video (梨视频) is the new kid on the block in the pool of China’s many digital news platforms. Its rise is noteworthy as it comes at a time when authorities are strengthening regulations on the media sharing ‘non-official’ news videos. Does Pear Video show the way China’s new media is going?

Over the past few months, the promotion and popularity of Chinese video news platform Pear Video (梨视频) has been exponentially growing on China’s various social media platforms. Its rise is noteworthy, especially after Chinese authorities announced new regulations concerning the sharing of ‘unofficial’ online news videos in December of 2016.

According to The Guardian, the new regulations block public (media) accounts on platforms such as WeChat and Weibo from (re)posting “user-generated audio or video” (Haas 2016).

Chinese media sources (e.g. Sina News) reported that these regulations are specifically about user-generated news that focuses on current politics “and such.”

Short videos have become an increasingly popular tool in the world of Chinese media, with short news video platforms like Kanka News (@看看新闻) having thousands of followers on Chinese social media.

 

WHAT IS PEAR VIDEO?

“China’s leading short news video platform.”

 

Pear Video calls itself “China’s leading short news video platform” (梨视频是中国领先的资讯短视频平台). With an app and ultra-short informative news clips, it is a digital video platform that is specifically aimed at mobile users.

The company was established in September 2016. It was founded by Qiu Bing, former CEO of Chinese media outlet The Paper. In its official description on its website and Facebook, it states that it has received an investment of over one hundred million RMB (±14.4M$) by China Media Capital, and that its team consists of over 200 members, allegedly producing 200 news videos every day.

The company also states that its team members come from media companies such as, among others, The Paper (澎湃) and the Shanghai Media Group.

Pear Video’s clips often, even daily, make it to the top trending lists of Sina Weibo, recent examples being the video about a pet dog killed by a local guard, a clip on pole-dancing girls at a Taiwanese official funeral, or the report about a man injured during the anti-Japanese protests of 2012.

Pear Video mainly focuses on society, entertainment, and tech news. Besides the more local news, Pear Video also reports on international news, such as developments regarding Trump and Jack Ma, or more marginal news that has become trending in Europe or America.

Pear Video currently has a fanbase of 340.000 on its official Weibo account, but since they are also active on WeChat, their own app, Facebook, YouTube, and other social media platforms, the company currently has a reach of millions – and is growing explosively.

The formula is clean and simple: Pear Video brings news in short edited clips, usually less than a minute, showing news footage and audio with bold captions that explain the background and news value often accompanied by music. The news is easy to digest, very contemporary, and with its trendy design is especially appealing to China’s younger generations.

On Sina Weibo, Pear Video broadcasts its videos through short-video app Miaopai, that partnered up with Weibo in 2013 for easy audiovisual content sharing on the Sina platform.

 

BEHIND PEAR VIDEO

“The face of commercial media and the heart of Party media.”

 

In many ways, the launch of Pear Video is similar to the 2014 launch of The Paper, a newspaper directed at China’s younger generations. In 2015, Tabitha Speelman wrote about this new Chinese web-based media outlet in Foreign Policy, calling it a “smarter, sexier” form of state media that adhered to government calls for more “proactive” and “effective” ways of bringing news in a changing media environment.

David Bandurski, editor of the China Media Project, wrote an insightful piece about The Paper in 2016, in which he quoted former Southern Weekly journalist Fang Kecheng in saying that The Paper “has the face of commercial media, and the heart of Party media.”

Bandurski linked the launch of The Paper to China’s new “internet management path” that became apparent at the Wuzhen Summit. Unsurprisingly, its initial funding of 100 million RMB (±14M$) came from the Shanghai United Media Group (SUMG): a state-owned media group. “Propaganda 2.0”, is how the Economist called it.

Seeing the launch of The Paper in the same light as Pear Video – a fresh, new, cross-media 21st-century news platform  – it seems that the two media platforms are walking a similar path in making China’s ‘official’ news more appealing to younger audiences.

But there is one slight difference. Although Pear Video’s team also comes from The Paper and from the state-run Shanghai United Media Group, its funding comes from China Media Capital (CMC), a private equity and venture capital firm headed by Li Ruigang. Although not state-owned, it is nevertheless a company that is also backed by the state.

In July of 2016, China’s media regulators called for a development of more powerful media organizations to make more of an impact, not just within but also outside of China, to compete with foreign ones. According to Patrick Frater (Variety 2016), the need for more influential media meant a growing government support for private-sector companies, like China Media Capital.

The establishment and rising popularity of Pear Video coincides with both the official call for more media giants – CMC financed Pear Video within months after this call – and the announcement of new media regulations on the sharing of ‘non-official’ news, after which the big state media outlets like People’s Daily (nearly 50 million followers on Weibo) also started sharing Pear News video on its official account on a daily basis.

People’s Daily now posts Pear Video news content on a daily basis.

Popular news accounts like Sina Video (@新浪视频) also shares their videos, and other short video news accounts such as Weila Video (@微辣Video) or Yishou Video (@一手视频) now seem to have merged with Pear Video and only post Pear Video content on their accounts, making their audience grow even bigger.

With so many official media sharing Pear Video content, and their videos making it to the Sina Weibo top trending lists on a daily basis, it is apparent that the Pear Video cross-media platform has the full support of China’s cyberspace authorities.

 

THE FUTURE OF CHINESE NEWS MEDIA

“This is the mobile social media generation that rather watches the news than read it – making short videos all the more influential.”

 

“Short news videos may be a new weapon in the spread of new media,” People’s Daily wrote in September of 2016, the month of Pear Video’s launch. The article notes that in the era of “mobile government”, the public has increasingly higher demands when it comes to taking in information.

“Simple information release no longer meets the needs of users”, the article says, advocating that media should adapt to a new audience that is mobile and wants to take in information through short, insightful videos.

Tsinghua University’s media specialists also stress the importance of short mobile videos for the future of media in China, as becomes apparent in a lecture that was also posted on the Chinese government website.

China’s younger generations are the mobile generation, the ‘bowed head clan‘ (smartphone addicts), who consume the news through their smartphone and are less inclined to watch television news.

They are also used to staying the same app to do multiple things; apps such as WeChat and Weibo are not just where they talk with friends, but also where they play games and watch the news – preferably served to them in short ‘bites.’

Furthermore, the lecture states, it is the mobile social media generation that rather watches the news than read it – making short videos all the more influential.

It is this audience that is the present-day and future media consumer of China. The widespread support for short video platforms like Pear Video and their explosive popularity shows that China’s future official media is mobile, short, and audiovisual. It has a fresh look and a clean layout – it is propagated news in your hands, just a click away. The rise of Pear Video just shows how juicy new Chinese media can be.

– By Manya Koetse
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Many thanks to those providing input on this article.
Any remarks or ideas about this article? Please leave a comment.
What’s on Weibo is an independent blog. Want to donate? You can do so here.

References / Further Reading:

Bandurski, David. 2016. “Reading THE PAPER.” Medium / China Media Project (July 7) https://medium.com/china-media-project/reading-the-paper-d15ec241652f#.bu6wblsui [6.1.16].

Frater, Patrick. 2016. “China Wants More Media Giants.” Variety (July 18) http://variety.com/2016/biz/asia/china-wants-more-media-giants-1201816245/ [13.1.16].

Haas, Benjamin. 2016. “China restricts sharing of ‘unofficial’ videos on Social Media.” The Guardian (Dec 20) https://www.theguardian.com/world/2016/dec/21/china-restricts-sharing-of-unofficial-videos-on-social-media [5.1.16].

Speelman, Tabitha. 2015. “Story image for looking for sexier state media? There’s an app for that.” Foreign Policy (Dec 15) http://foreignpolicy.com/2015/12/15/smarter-sexier-chinese-state-media-pengpai-paper/ [6.1.16].

©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Digital

Key Players, Digital Trends & Deep Dives: China Internet Report 2021

SCMP just launched its latest China Internet Report. (And What’s on Weibo readers can get a 30% discount on the Pro Edition!)

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As China’s tech sector has been facing an ongoing crackdown by Beijing regulations, a lot has been changing in the country’s digital environment over the past year. The new China Internet Report 2021 by SCMP gives an overview of the latest trends and developments.

When it comes to China’s online landscape, nothing ever stays the same. Over the past year, political, economic, and social developments and measures have once again changed the Chinese digital environment.

Giving a comprehensive overview of the key leaders and major trends dominating the Chinese online field, South China Morning Post (SCMP) issued its fourth annual China Internet Report.

China’s internet population has now risen to 989 million – last year’s report indicated an internet population of 904 million. By now, there are 853 million mobile payment users, which indicates that over 86% of the entire mobile internet population uses mobile as a way to pay.

As China’s internet population is still growing, and new online startups are still popping up every day, there have been tightening regulations on multiple fronts.

As laid out in SCMP’s report, regulations mainly focus on the four areas of antitrust, finance, cybersecurity, and data privacy. Regulatory actions targeting the monopolistic behaviours of China’s biggest internet companies are still ongoing, and the new Data Security Law came into effect on September 1st of this year.

While Chinese tech companies are seeing increased scrutiny at home, they have also been facing intensifying geopolitical tensions between China and other countries. Over the past year, the various probes and shutdowns into Chinese companies by countries such as the US and India have meant a serious blow to the market share of Chinese apps.

Meanwhile, the SCMP report highlights the trend of various older and newer Chinese (e-commerce) apps “downplaying” their Chinese origins when entering foreign markets. Shein is a good example of this development, but other players including Zaful, Urbanic, and Cider are also experiencing more success outside of China while not explicitly marketing themselves as Chinese e-commerce apps.

Another noteworthy trend explained in the new report is how China’s shifting demographics are creating new niche segments to compete over. The COVID-19 crisis is partially a reason why China has seen an increase in senior internet users, with an increasing number of online products and content catering to the elderly.

China’s Ministry of Industry and Information Technology (MIIT) even issued special guidelines earlier this year for web pages and mobile apps to carry out so-called “elderly friendliness modifications.” Since this user group is still expected to see significant growth, the “silver economy” is an area that will only become more important in the years to come.

To check out all the main trends for 2021, China’s latest internet statistics, its top tech competitors, internet companies, and more, here’s a link to the free report.

The free report is 55 pages long and gives an overview of China’s latest internet numbers and players, covers the top cross-sector trends for 2021, including the tightening regulations and the bumpy road ahead for China’s tech IPOs.

The Pro Edition of China’s Internet Report 2021, also launched by SCMP, is 138 pages long and provides a deep-dive into ten relevant sectors – featuring insightful and useful analysis, data, and case studies relating to China’s e-commerce market, content & media, gaming, blockchain, fintech, online education, healthtech, smart cars, 5G, and Artificial Intelligence.

The China Internet Report Pro Edition is priced at US$400, but the team at SCMP has kindly reached out and made it possible for us to offer a special 30% discount to What’s on Weibo readers.

You’ll get the discount by using the discount code: WHATSONWEIBO30, or by clicking this link that will automatically include your discount code.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Digital

How Social Media Is Speeding Up Zhengzhou Flooding Rescue Efforts

Chinese social media are speeding up local rescue efforts after Zhengzhou saw the heaviest rain in 1,000 years.

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Social media is utilized as a tool in the response to the floodings in Henan province. Once again, Weibo facilitates active public participation to provide immediate assistance to the people facing this natural disaster. 

On Tuesday, July 20, heavy rainfall caused major disruptions in the central province of Henan. The amount of rain over the last three days in Zhengzhou is reported to be the same as what it would usually receive in an entire year.

It is reported that Henan Province has initiated the highest-level emergency response to floods, and China’s State Flood Control and Drought Relief Bureau has dispatched a workgroup to Henan, initiating level III emergency response rescue work.

Since the evening of July 20, news and information streams on the heavy rains and floods have been dominating Chinese social media. In the midst of the disastrous events, Weibo has become an online space for people seeking help, those disseminating information on available resources, and for other related activities that help netizens engage in emergency management and accessing information.

The volume of such messages is huge, with thousands of netizens seeking ways to help speed up rescue work and actively contribute to the emergency relief efforts.

The organically improvised response protocol on social media includes the following guidelines:

  • Verify, summarize, highlight, and spread online help requests posted by people from different locations
  • Remind people to delete help-seeking posts once they have been rescued or have found assistance.
  • Disseminate relevant knowledge relating to emergency care and response, and public health information, such as how to deal with different disaster scenarios, warning people about the safety of drinking water during floods, etc.
  • Share information regarding mental health and psychosocial support during the different phases of the disaster.

 

When posts of people trapped by the heavy rain started to be published on Weibo, many online influencers, no matter what subject they usually focus on, participated in spreading help-request posts that were not getting a lot of online attention.

Erdi 耳帝, a music influencer with nearly 15 million fans on Weibo, has been retweeting the online posts of people asking for help since the night of July 20.

The social media influencer Erdi has been kept retweeting asking-for-help posts since the night of July 20.

An example of such an online emergency help request (求助贴) is the following post of July 21st, 17:15 local time:

Our entire neighborhood is cut off from water and electricity, the water level is rising to chest level, and we currently have no drinking water at the moment. Need help urgently.

Status: Verified, pending rescue.
Seeking help: Wu M**, phone 13*****27
Number of people to be rescued: five or six thousand
Location: Zhengzhou City, Henan Province, Zhengdong New District, Shangdu / Xuzhuang Street intersection, east courtyard of Shangdu Jiayuan Muzhuang district (we can’t exit the building, there is no water, no electricity, no supplies, and it’s been 24 hours)

Once people who have been trapped by the water are rescued, the user who published the post will delete the original post to make sure other emergency posts are also noticed and disseminated.

Some Weibo users engage in organizing scattered online information in one single post, e.g. posts regarding local electricity leakage, making this information more accessible and easier to understand.

One post that was among the top-shared ones this week, is a picture that includes contact information of rescue teams of both officials and civilians. When realizing that some people were unable to upload the picture due to poor internet connections caused by the heavy rain, an up-to-date and full-text version was quickly shared by netizens.

Some Weibo users listed various methods to get assistance for hearing-impaired and deaf-mute people affected by the floods, advising people to download various apps to help to communicate and translate.

Besides the more general practical advice and emergency action plans shared by Chinese social media users, there are also those who pay attention to the importance of personal hygiene during these times. Some are sending out information about menstrual hygiene needs during floods, reminding women to frequently change sanitary pads and try to keep the genital area clean and dry due to the risk of infection. A hashtag related to menstruation during the flooding momentarily ranked fifth in the top search lists (#河南暴雨 如果你出在经期<).

Information on mental health support is disseminated all across social media.

People also try to provide mental support in other ways. A student orchestra spontaneously performed at the Zhengzhou station, where dozens of passengers were left stranded in the night. The video clips of the performance went viral, with the young musicians playing two widely-known songs, “My People, My Country” (我和我的祖国) and “Ode to the Motherland” (歌唱祖国). Many social media users shared the clips and expressed how the performance moved them to tears.

Some video clips that show how ordinary people save ordinary people amid such a natural disaster have also been widely shared. One video shows citizens of Zhengzhou standing in a line and use a rope to pull people from an underground floor where they were trapped by the water flooded.

In all the aforementioned ways and many more, Weibo has become a public platform for Chinese people to respond to the Henan disaster, efficiently communicate and keep track of help requests, organize and disseminate related information, and provide access to timely knowledge and relevant advice.

With so many online influencers and ordinary netizens voluntarily joining in, the online information flows are quickly circulating, allowing for necessary public communication channels while other resources and communication methods are still overwhelmed or in the making. The last time Weibo was used as an efficient emergency communication tool was during the early days of the COVID19 outbreak in Wuhan.

“Please stand strong, Zhengzhou” and “Hang on, Henan,” many commenters write: “Help is underway!”

Also see our previous article on the situation in Zhengzhou here.

By Wendy Huang

Spotted a mistake or want to add something? Please let us know in comments below or email us. Please note that your comment below will need to be manually approved if you’re a first-time poster here.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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