Five months after the organizational changes, Youku Tudou announced today that the video streaming site is re-branding under Heyi Group, marking a significant strategic shift from its previous focus on traffic and traditional video content to self-produced content.

The company will invest tens of billions (RMB) in the next three years to construct a culture and entertainment ecosystem, according to the company.

Currently, Youku Tudou’s revenue mainly comes from ads during videos. The transformation will allow the company to increase earnings from content marketing and consumers, which is mainly derived from subscription-based service and interactive live entertainment, according to Victor Koo, CEO of Youku Tudou.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.