As technology continues to advance, the penetration of the Internet has exploded into a new wave of home appliance technology. The "big screen ecology" gradually entered the eyes of the people. Over the past few years, with the development of LeTV's large-screen ecology, it has gradually become a mainstream topic in the television industry. Skyworth, Hisense, and other traditional companies are also mentioned frequently. However, for now, most of them can only be regarded as large-screen integration. Those who claim to be ecological are probably only LeTV.
In 2012, Hisense had its first Internet TV user and it exceeded 10 million users three years later. In other words, of Hisense’s 21 million Internet-enabled users, nearly half were brought before 2015. China’s 2012 Internet TV Still at a very low level, the “age†of Hisense products simply cannot support the performance required for large-screen operations.
Even with a 55-inch “big screen†from Hisense in 2016, 1.5G memory and 8GB of storage can only be considered as a reluctance, and it will be difficult to run reload games, not to mention four years ago. That is, out of the 21 million users that Hisense claims, truly effective and able to operate on a large screen is far less than 50%. Even according to the 21 million active users, "the number of daily active users is 9.43 million, and the per capita daily online time exceeds 4.8 hours", which still proves that Hisense did not advance in the big screen operation. Hisense Smart TV accounts for approximately 44% of daily live users. In contrast, LeTV's average daily operating rate is 65%, which is significantly ahead of Hisense's 20%. Super TV's daily average online time is 5.8 hours, which is one more hour than Hisense.
In addition, Hisense is saying that the duration of the video content is also full of slots. In fact, the amount of audio and video content is not important. The key is copyright and quality. As a hardware company, Hisense does not have many advantages in terms of audio and video content. This point, iQiyi, Tencent, and LeTV also said that the layout is relatively early, copyright is more, and the quality of its content is certainly a traditional hardware manufacturer. Unpredictable.
However, Hisense also has a forward-looking side. On September 7th, Hisense established Juhao Science and Technology Co., Ltd. “Ji-Lian-Ling†will be positioned as an independent brand focused on providing large-screen video content services. The brand SLOGAN is “Poly, it looks goodâ€. That is to say, the future will provide content for brands other than Hisense.
Although there is still a gap between LeTV's cultivating of film and television fans, game fans, sports fans, music fans, children's education, and large-screen shopping, it is possible to see the traditional enterprise's intentions on large screen operations.
This is because the smart screen has reached the early stage of the outbreak. According to Ovid Cloud Network Analysis, the 2017 smart screen will enter the outbreak period. Today, the PC Internet is declining, the overall growth of the mobile Internet has slowed down, and the Internet of Things has just emerged. The relatively mature home Internet in the Internet of Things will take over the mobile Internet and become the next Internet outlet. However, the value of the big screen is far from being underestimated and it is in a place of low value.
At present, players in this market mainly include traditional TV manufacturers headed by Skyworth and Hisense, Internet companies led by music, and box makers headed by Lynx Box.
Traditional manufacturers face the greatest pressure, either in transition or in adjusting their layout, but overall, traditional vendors have performed better in hardware sales, and Internet companies have succeeded in ecological integration.
In order to realize LeTV's ability to integrate in the big screen ecology, Skyworth needs:
First, to abandon or upgrade the previous low-performance equipment for free, and abandon the low-end market in the future, and only sell mid-to-high-end performance products to meet the user's needs in the next 5-7 years, to achieve ultra high-definition video, reinstall the game. Smooth operation;
Second, lay enough CDN nodes so that no matter what area a global user is in, as long as the bandwidth is sufficient, it will never be stuck.
Third, purchase a large amount of TV, TV dramas, concerts, games, and children's program rights to provide adequate, high-quality, exclusive audio, video, games, education, and other content for fans, game fans, music fans, and children education users. Focus on the operation of the division.
The above three points are only basic needs. To achieve the above basic goals, traditional enterprises, or traditional gene-based Internet companies, need to flesh out some low-end users, and then establish or control cloud companies (to seamlessly deploy CDN resources) and video companies (to provide multiple channels). , broadcast stations and 24-hour non-stop rolling broadcast), film and television companies (to purchase copyright or autonomous film and video productions, and try to synchronize cinemas, hardware distribution), fully integrate existing resources (to customize according to big data for different users Exclusive recommendations)...
The above work only shows that the company has the foundation for constructing a large-screen ecology, but it is still a long way to go before the operation and maintenance of a large-screen ecology. The specific implementation of the later period, Xiao Bian is also powerless, depends on Skyworth's high-level precision marketing concept.
In the logic of Hisense's good-looking thinking and Skyworth's "free distribution of TV equivalent content," hardware is the main subject, and content is the supporting role; in LeTV's large-screen ecosystem, as long as the hardware is strong and the screen is good enough, The main character is still content, so there will be 414 "hardware free day" and 919 "buy member 0 yuan to send hardware" activities this year. On the whole, Hisense's good-looking platform seems to be demonstrating to LeTV. Actually, there are still many different dimensions in the middle. This is related to traditional genes. It is difficult to change, but if it does not, large-screen ecology will become empty talk.
Even with a 55-inch “big screen†from Hisense in 2016, 1.5G memory and 8GB of storage can only be considered as a reluctance, and it will be difficult to run reload games, not to mention four years ago. That is, out of the 21 million users that Hisense claims, truly effective and able to operate on a large screen is far less than 50%. Even according to the 21 million active users, "the number of daily active users is 9.43 million, and the per capita daily online time exceeds 4.8 hours", which still proves that Hisense did not advance in the big screen operation. Hisense Smart TV accounts for approximately 44% of daily live users. In contrast, LeTV's average daily operating rate is 65%, which is significantly ahead of Hisense's 20%. Super TV's daily average online time is 5.8 hours, which is one more hour than Hisense.
However, Hisense also has a forward-looking side. On September 7th, Hisense established Juhao Science and Technology Co., Ltd. “Ji-Lian-Ling†will be positioned as an independent brand focused on providing large-screen video content services. The brand SLOGAN is “Poly, it looks goodâ€. That is to say, the future will provide content for brands other than Hisense.
This is because the smart screen has reached the early stage of the outbreak. According to Ovid Cloud Network Analysis, the 2017 smart screen will enter the outbreak period. Today, the PC Internet is declining, the overall growth of the mobile Internet has slowed down, and the Internet of Things has just emerged. The relatively mature home Internet in the Internet of Things will take over the mobile Internet and become the next Internet outlet. However, the value of the big screen is far from being underestimated and it is in a place of low value.
At present, players in this market mainly include traditional TV manufacturers headed by Skyworth and Hisense, Internet companies led by music, and box makers headed by Lynx Box.
Traditional manufacturers face the greatest pressure, either in transition or in adjusting their layout, but overall, traditional vendors have performed better in hardware sales, and Internet companies have succeeded in ecological integration.
In order to realize LeTV's ability to integrate in the big screen ecology, Skyworth needs:
First, to abandon or upgrade the previous low-performance equipment for free, and abandon the low-end market in the future, and only sell mid-to-high-end performance products to meet the user's needs in the next 5-7 years, to achieve ultra high-definition video, reinstall the game. Smooth operation;
Second, lay enough CDN nodes so that no matter what area a global user is in, as long as the bandwidth is sufficient, it will never be stuck.
Third, purchase a large amount of TV, TV dramas, concerts, games, and children's program rights to provide adequate, high-quality, exclusive audio, video, games, education, and other content for fans, game fans, music fans, and children education users. Focus on the operation of the division.
The above three points are only basic needs. To achieve the above basic goals, traditional enterprises, or traditional gene-based Internet companies, need to flesh out some low-end users, and then establish or control cloud companies (to seamlessly deploy CDN resources) and video companies (to provide multiple channels). , broadcast stations and 24-hour non-stop rolling broadcast), film and television companies (to purchase copyright or autonomous film and video productions, and try to synchronize cinemas, hardware distribution), fully integrate existing resources (to customize according to big data for different users Exclusive recommendations)...
The above work only shows that the company has the foundation for constructing a large-screen ecology, but it is still a long way to go before the operation and maintenance of a large-screen ecology. The specific implementation of the later period, Xiao Bian is also powerless, depends on Skyworth's high-level precision marketing concept.
In the logic of Hisense's good-looking thinking and Skyworth's "free distribution of TV equivalent content," hardware is the main subject, and content is the supporting role; in LeTV's large-screen ecosystem, as long as the hardware is strong and the screen is good enough, The main character is still content, so there will be 414 "hardware free day" and 919 "buy member 0 yuan to send hardware" activities this year. On the whole, Hisense's good-looking platform seems to be demonstrating to LeTV. Actually, there are still many different dimensions in the middle. This is related to traditional genes. It is difficult to change, but if it does not, large-screen ecology will become empty talk.
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