LeTV smashes millet and tries to break through traditional TV makers
Compared with the old-line manufacturers are relatively low-key, conservative Internet thinking different millet, LeTV in the Internet TV is not at ease on this road, a few months ago like tearing millet in its conference around the video content which is a strong question Friends of the company LeTV launched an attack, which has also become the fuse of the late tearing war, then including the fans, big V, executives formed by the Rush team through various media channels to review each other, attacks are not lively. Of course, the torment is not a bad thing. For Xiaomi and LeTV, the war has fully triggered the attention of users, industries, and the media. As a traditional manufacturer, although it still dominates the current TV industry, it has to be said that the emerging Internet TV industry has indeed allowed them to see the threat, so how can the experienced TV makers in the future lay a good next step in the future of Internet TV? chess?
The head of the Skyworth Group Research Institute is the chairman of the Internet TV brand "Cool"
The biggest ace: the accumulation of technology is an unparalleled advantage
In ancient times, it was called technology. Now it is called technology, and people with skills can eat the world. Similarly, the most important game behind the modern TV companies is technology. With the improvement of people's consumption level and TV's high-speed technological iteration, the user's quality, industrial design, quality, sound effects, intelligence, and hardware performance of the TV are all There is an increasing demand. The TV itself is constantly changing, with more and more frivolous, higher and higher resolution, and even curved screens, quantum dots, 4K, and other technologies that no one else dared to imagine, but for these technologies, certainly will not It is a newly established Internet TV company. The core technological advantages of TV manufacturing are still in the hands of traditional TV manufacturers. This is also the biggest trump card in their hands.
For example, the current trend of OLED TVs has been widely recognized by the industry and users, and this technology has high manufacturing costs due to high technical requirements and low product yield. Skyworth is the earliest TV company to explore OLED technology in the new round of television. Prior to the start of technology, a great deal of technology accumulation has been reserved. Therefore, TV hardware companies represented by Xiaomi LeTV can't come up with this card whether it is price war or technology war.
Traditional TV: Channel advantage is the second card of traditional manufacturers
Earlier Xiaomi sold through the Internet to deintermediate, showing some advantages in price. Although the B2C brought by the Internet has been pursued and affirmed by many users. However, from the perspective of television sales in 14 years, traditional TV manufacturers have occupied the top three positions, and cumulative sales have approached 20 million. The 12-year shipment of millet LeTV, which appears to be hot, has accumulated less than 2 million units. It is almost the top three. Less than one-tenth of the total sales. Talking about the reasons is nothing more than brand influence and shipping channels.
Millet LeTV, as a newcomer, is naturally the primary channel for shipments from the Internet. In terms of sales volume, most of the products sold by Lemusi Internet Company derive from the Internet. The difference is that after more than 10 years of accumulation, traditional TV manufacturers have huge offline sales channels. I think if we want to compare the images, the traditional manufacturers and Internet companies are like big trees and branches. The gap between traditional manufacturers who are now turning to online may be 1-2 years, and if LeTV's internet companies turn to lay the line, the gap may be 10-20 years. With Prime Minister Li Keqiang's proposal for Internet+, O2O or O2O+ will also become a new channel model for future shipments of manufacturers, so traditional TVs will have one more good hand to play on channels.
Thinking must keep up: seize the user to do experience to improve the soft power
Xiaomi Le regards what can stir up a huge amount of water in the huge TV industry. In addition to the price factor, a large degree of users value the experience they bring to users. Say that the boat is very good at turning around, as a new type of Internet company, the reason why they can do their job is because their thinking is more leaps and bounds, can grasp the pain points of the current television, and optimize. Compared with traditional TV, Internet TV can bring better and fresher experience to users in terms of intelligence and humanization. This is also a point that traditional TV manufacturers are behind.
The content is king: What the third media needs to do is to bring users quality content resources
The core and development focus of LeTV is still the content. LeTV currently has contracts with Hollywood's six major movie companies, providing users with not less than 700 blockbusters each year. It also owns the nation's largest television drama rights database, including 100,000 episodes of TV dramas, and top-notch TV drama coverage. The rate exceeds 80%. In terms of sports content, the gold commentary team is assembled to cover 68% of the world's professional football leagues in the world, including 45 exclusive copyright rights, and a basketball zone is set up for the 90s to provide the latest sports events live. This is also an important reason why Black 919 LeTV can sell 382,000 Super TVs.
At any time, the most important thing for TV is to provide users with high-quality content, and the nature of the Internet is a carrier for content. Traditional manufacturers have the ability to cooperate or invest if they have a user unmatched by the Internet company. To bring better quality to users, better video content is also a fundamental guarantee that traditional TV is not marginalized.
Opportunity is still: people left to follow the times
In the era of new media, although traditional TV manufacturers still have great advantages, they should learn how to adapt to the rhythm of social development, change the old-fashioned directional thinking mode and traditional service habits, and strengthen Internet thinking. In the current traditional TV manufacturers, there are already many new Internet TV brands that are working hard in the new direction. For example, “Cool Open†was formerly a wholly-owned subsidiary of Skyworth. In April 2015, it became a new independent operator. the company. At the technical level, the first-generation satellites in the near-by water platform rely on the technical resources of Skyworth, a veteran TV maker, to become a new independent company in terms of thinking, and the constraints are even smaller and it is easier to catch up with the Internet era. In the future, TV seems to be more of a carrier of dissemination. No matter who it is, it can grasp the users and rely on television to build a “complete ecology†that is sufficiently complete to meet the needs of users in all aspects of life and entertainment. It is the ultimate meaning of shuffling.
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