Er Geng

Er Geng operates as a prominent original short-form video content platform in China, established to capture and share compelling human-interest stories. The company, officially registered as "Hangzhou Er Geng Network Technology Co., Ltd." in April 2015, was born from the initial concept launched in November 2014 to release one original video nightly. It was co-founded by Ding Feng, who brought over 20 years of media experience, and Li Ming, who assumed the CEO role. Li, born in 1987, had a background as a product manager at internet companies like Renren and Meilishuo before starting his own venture with the "Shenye Shitang" (Midnight Canteen) public account in 2014, which focused on heartwarming stories and later merged with Er Geng.

The firm's business model is centered on content creation and distribution, generating revenue primarily through advertising, including native content advertising and commercial video production for brands. Er Geng has collaborated with over 500 well-known domestic and international brands such as Alibaba, JD.com, and L'Oréal. The platform produces a wide array of content categorized under culture, entertainment, lifestyle, and finance, disseminated through a multi-channel network (MCN) strategy. This involves building a matrix of sub-brands and city-specific accounts like "Er Geng Video," "Er Geng Canteen," and "Geng City," to create a localized advertising presence. The content, which includes thousands of documentary-style short films about ordinary people, has garnered over 30 billion views globally and won numerous awards.

Expanding beyond media, Er Geng has diversified its operations into a broader ecosystem that encompasses education, film, and cultural creation. The company established Er Geng College to cultivate new talent in video production, aiming to build a large-scale creator ecosystem. This educational branch offers courses and training to support the growing demand for skilled professionals in the short video industry. Furthermore, Er Geng Pictures was founded in 2017 to develop and produce web series and documentary films, leveraging the company's core storytelling capabilities. The company also engages in significant public-service activities, producing hundreds of公益 (gōngyì - public welfare) short films on topics like poverty alleviation and cultural protection, which have received over 2.5 billion views and extensive media attention. Keywords: short video platform, digital media, original content, content marketing, MCN, brand storytelling, video production, Hangzhou, new media, documentary film, content ecosystem, online advertising, media production, Li Ming, Ding Feng, Chinese startup, digital content, video advertising, social media marketing, creative content