The Ultimate Pattern Analysis of TV Internet

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1, the Internet industry trends

In the era of PC Internet, three internet giants of BAT were born, with information search + advertising, e-commerce, and social networking + digital entertainment as the main business models. However, Internet video as an important business of the PC Internet does not appear to have a 100 billion market capitalization company like Netflix. In the era of mobile Internet, Tencent WeChat occupies the entrance to the mobile Internet. With its unique business model and marketing methods, Xiaomi’s smart phone has gained a place in the mobile Internet. In addition, the mobile Internet O2O industry that is integrated with traditional industries is in the ascendant. Although mobile video is showing an explosive growth, it is not the main hot mainstream business of mobile Internet.

The PC Internet is already in a state of gradual decline in market saturation, and the mobile Internet is maturing. A new era of the Internet is coming. It is fully reshaping human production and life. This new Internet era may be called the "smart Internet" era, presenting two major trends: First, intelligence, all terminals are intelligent and connected through the Internet; second, the combination of the Internet and traditional industries, more profound than electricity The state of human existence.

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2. Home Internet is coming

TV screen will become the largest Internet screen after PC screen and mobile screen. Obviously, the business ecology on the three screens has major differences. What kind of commercial form will be achieved on the television screen at home Internet entrance? How to combine with other smart home terminals to provide new services? This is the future pattern. There is a huge amount of new business value.

All this has only just begun. Whoever will take the initiative in the era of family Internetization needs to take precautions. BAT, Xiaomi, LeTV, TV media, TV networks, TV terminals, games and other related service companies are all seeking a new era of home Internet with a large TV screen. In BAT three, Ali vigorously promoted, Tencent continued to follow the strategy, Baidu has no company-level strategy, Xiaomi has been actively competing for home Internet access, LeTV's Internet TV strategy has been blocked by the policy has shifted to mobile phones, cars and other areas.

Although Internet companies have begun to deploy home Internet, the form of innovative business has not been formed and new business models have not been established. With the process of the intelligentization of television terminals and other home terminals, the next 5-10 years will be a crucial stage for the development of the home Internet.

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3, the overall situation of television Internet

As a person who crosses the borders of the Internet and television, the Internetization of television is a major issue that the author is concerned about. The combination of television and the Internet also presents two features. One is the terminal's intelligence, and the other is the integration of television and the Internet as a traditional industry. The traditional TV industry is a vertical industry chain, including program production, broadcast, transmission, and terminal. The business model is mainly advertising and user payment. The Internetization of TV will completely change this commercial value chain. All market players in the traditional TV industry chain face major challenges in transition. Those who cannot successfully transition will be eliminated.

The intelligentization of TV terminals is becoming more and more popular. In 2015, domestic shipments of TV sets will be about 45 million sets, and the penetration ratio of smart TVs will reach 70-80%, and the shipments of set-top boxes for traditional TVs will be 20 million. Above the table. At present, there are more than 100 million TV sets in China, and more than 40 million set-top boxes are in stock. It can be foreseen that the intelligentization of television terminals will be completed within five years. With the exception of areas where the Internet has not arrived, all televisions will be Internetized and the television ecology will be reshaped.

The players of the home Internet are the market players that have successfully transformed in the traditional television industry chain, and the newcomers to the Internet companies. In these two types of market players, there will be new giants of home Internet under the era of “Smart Internet”.

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4, television Internet analysis

Traditional TV media was first hit by Internet video in the PC Internet era, and then mobile video continued to take the eye. TV media at home and abroad are subject to various reasons. None of them can be successfully transformed in the era of PC Internet. The intelligentization of the television terminal has brought new opportunities to the television media, relying on traditional content and brand advantages to quickly internetize. The traditional television media has the opportunity to PK with the Internet companies and reoccupy the home Internet to become the protagonist of the living room.

In this process, the traditional TV media and Internet companies invariably thought of the user-level device of the TV terminal, which is a big shortcut when acquiring users and operating users through terminals. Xiaomi took the lead, and millet boxes copied Xiaomi’s mobile phone model and successfully sold 8 million units. Xiaomi’s home Internet portal began to have imagination. However, contrary to the expectations of Xiaomi’s leadership, Xiaomi TV encountered Waterloo and failed to open the market successfully. In the field of television, it was LeTV that copied millet's marketing pricing model and copied the telecommunications operator's contract machine business model. LeTV Super TV set off an uproar in the market. Ali promotes its smart TV operating system "YUN-OS" to acquire users. Since then, broadband operators Peng, OTT licensees Guangdong, cable operators Gehua and Tianwei have successively launched "contract machine" models of TVs and set-top boxes. For the traditional TV manufacturers, these newcomers adopt the new business model of hardware free or "zero profit" relying on content services to make money, subvert their business model of making and selling hardware to gain profits, and forced to transform user services.

However, although the intelligentization of television terminals is an important link in the Internetization of television, the basics of television Internetization are the Internetization of content and services, and there are important market access policies for TV services in China. China’s television internetization first requires a legitimate market body identity and is basically limited to state-owned television media. Commercialization agencies can only participate. The second is the ability to provide content, one is their own creation, the second is to buy integration. The third is platform service capabilities. The fourth is the business and business innovation capabilities in the “Smart Internet” era. A few days ago, Xiaomi and LeTV’s tear-winning battles focused on content and policy. There was no significant disparity in content integration and hardware products. Both of them had no qualifications and did not know that they were noisy in the market access of TV internet. One trick.

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5, the core role of television Internet into the game

In the process of China’s television interconnection, there has been a major incident in these days that did not fully understand the impetuous industry. The restructured Shanghai Guangguang BesTV has a RMB3.3 billion stake in the company's TV ODM-listed company Siu Chi. The two parties are collaborating on smart TV terminals. The reason why the author thinks this is a major event in China’s television internetization is that the smart TV strategies of Mega and BesTV will greatly influence the pattern of television internetization.

There are at least eight factors that will make the cooperation between BesTV and Zhaochi change the market structure: First, BesTV is the legitimate market body for Chinese television Internet, which excludes all Internet companies. Second, BesTV's capital strength is no less than that of Internet companies. Market value is second only to BAT and JD. Market investment is fully guaranteed. The integration of copyrighted content is not lower than that of Internet companies. This exceeds the legality of other Internet TVs. Third, BesTV and SMG's content production capacity exceeds that of Internet companies. Fourthly, Mega Industrial's manufacturing capacity combined with popular platform product capabilities will not produce smart TV products that are lower than other smart TV products. Fifth, the "contract machine" business model. Sixth, Haier has the advantage of channel support. Seventh is BesTV's DVB user channel advantage of more than 20 million IPTV, Oriental Cable, Gehua Cable, and Radio and TV networks. Eighth is the support of BesTV's innovation in TV-based Internet business models, e-commerce support from Oriental Shopping and ad support from Aide Siqi.

After the cooperation between BesTV and Zhaochi's smart terminals, the vibration will exceed that of millet, LeTV, TV manufacturers and other market players. The direct PK is Ali, and the entire market structure will change.

6. Conclusion

Judging from the general environment, China’s television internetization will form the symbiosis and co-prosperity dominated by the state-owned core television media and the participation of Internet companies. The subversion of Internet companies is impractical, and there is no future for television media to forge ahead. The efforts of Ali and Xiaomi are worthy of respect. The efforts of BesTV and Mango will also be accelerated. The protagonists of the future of the home Internet will be born here.




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