LINE’s 2018 New Year Plan (Part 1): Create a smart portal and accelerate content ecological layout

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Picture: LINE Taiwan management team. From left: Wang Yurong, deputy general manager of LINE Taiwan’s Advertising Division, Lin Yufen, head of LINE Taiwan’s LINE TODAY team, Chen Liren, general manager of LINE Taiwan, Gu Changxin, senior deputy general manager of LINE Taiwan’s e-commerce department, and Wu Mengzhi, head of LINE Pay’s Taiwan operations team.

At the beginning of spring 2018, LINE Taiwan Branch held a large-scale press conference to announce a number of important directions for this year. The “Content Hacker” website has specially compiled relevant summaries for readers, especially the latest plans of LINE TODAY and LINE Shopping related to monetizing content.

Amazing performance of LINE Taiwan users

LINE Taiwan General Manager [Chen Liren] (https://www.facebook.com/roger.chen1) shared the user and usage records created by LINE Taiwan in 2017. Currently, the monthly active users of LINE in Taiwan have reached 19 million, and almost everyone is using it. Therefore, LINE positions itself as a “smart portal”, starting from communication and further integrating content and life.

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Taiwanese LINE users have created three world firsts, and their user stickiness is astonishing:

• More than 35 million videos are sent every day.

• The monthly active users of the desktop version account for 40% of the world.

• More than 7 million people use voice calls every day.

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The original market, which generates income for painting content creators, also reached 140,000 creators in 2017, generating a turnover of NT$460 million from LINE stickers.

Chen Liren announced that LINE will have a number of new measures and investment plans in 2018. Among them, there are two main projects related to content development:

LINE Today creates a content portal

LINE Today was launched in 2016 and delivered outstanding results in content production in 2017:

*More than 18 million monthly active users.

• The number of content partners has increased to 280, supplying 2,000 pieces of content every day, covering more than 20 categories.

• Highest record: 400,000 people online at the same time, more than 10,000 “likes” on a single piece of content, and more than 2,000 comments on a single piece of content.

Among them, the most noteworthy thing is that LINE Today has evolved towards the service positioning of “content portal” and has begun to incorporate self-media into LINE TODAY’s content. Lin Yufen, head of the LINE TODAY team, said that currently, the blogs are mainly about fashion, food and travel, and the next focus will be blogs on parent-child education and gender relations.

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Lin Yufen said that LINE TODAY currently filters personal content producers in various fields within the team, from text bloggers to Internet celebrities. The main evaluation criteria are content creators with high traffic and talking about popular topics. LINE TODAY is currently not recruiting candidates publicly, and is not considering announcing relevant candidates.

However, when content hackers asked whether LINE TODAY has designed a content profit sharing mechanism or a reward mechanism for the content provided by bloggers, Lin Yufen revealed that currently LINE TODAY is still focusing on expanding the scope of content and has not yet set up a profit sharing mechanism for content providers. It is uncertain whether LINE Point or LINE Pay will be used in the future to share profits and reward self-media.

For self-media operators, the current goal should only be to create traffic and Internet buzz, and strive for reprinting on LINE TODAY to further expand traffic. It may take a while to directly create profit sharing or reward income through content.

In addition, LINE Today plans to diversify its content and include new projects such as live broadcasts, short videos and LINE TV. The live broadcast function of LINE LIVE was officially launched on March 9, and it also allows users to leave messages and send love responses. In addition to news, LINE Today will also add new entertainment-related channels, such as movies, music, and TV.

LINE shopping seizes the e-commerce market

LINE Shopping, which was officially launched in January 2018, also reached 9 million visitors at the end of February. It plans to use LINE’s 19 million active users to become Taiwan’s “first stop for shopping.”

Gu Changxin, senior deputy general manager of LINE Taiwan’s e-commerce department, announced the relevant statistics of LINE shopping as follows:

• The success rate of shopping guide orders reaches 7%.

• The number of serial e-commerce partners increased to 180. There are 1,100 LINE@pocket stores (small and medium-sized enterprises).

*The total number of products is 30 million.

• 60% female, 40% male. Among them, 57% are in the 25-44 age group, and 19% are over 55 years old.

• 30% of visitors use search and price comparison when shopping on LINE.

• The most popular product search keywords: iPhone, Dyson, air purifier and toilet paper.

*The most popular shopping hours every day: 12pm to 1pm, 6pm to 8pm, 10pm to 11pm.

In 2018, LINE shopping will also make new big moves in the Taiwan market, including:

*LINE Super Shopping Festival.

• 100 LINE shopping expert development plan.

• High points reward program.

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Among them, the shopping expert development program is to cultivate shopping experts who have the ability to create shopping skills and experience sharing content, guide and persuade consumers through self-media content, and guide them to LINE shopping. This project is currently under discussion and is expected to be launched in the fourth quarter of 2018.

Regarding the profit-sharing mechanism for these 100 shopping experts through content guidance, Gu Changxin said that LINE is currently developing a profit sharing ratio and mechanism for the entire set of shopping experts’ content shopping guides. It is expected that LINE Shopping will provide each shopping expert with a set of codes that can be embedded in LINE, blogs or audio and video platforms. Once consumers click to enter the LINE shopping platform to purchase recommended products after viewing the shopping expert’s purchase reviews and experiences, the backend system will count the quantities and calculate the corresponding profit share of the shopping expert.

For bloggers or video influencers who are interested in developing shopping guide content, it is worth paying more attention to LINE Shopping’s recruitment announcement to increase new income opportunities.

Regarding other important announcements revealed at LINE’s annual press conference, “Content Hacker” will continue to sort them out for you in the next article.

★ Image source: “Content Hacker” shot at LINE press conference, provided by LINE Taiwan Branch

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