Storm Group Co., Ltd. (300431.SZ) announced on August 8 that its storm TV has obtained an investment of 200 million yuan from Ningbo Aeronautical Investment Management Partnership Company in the A round of financing, and the company has a valuation of 2 billion yuan after financing. This means that TV industry rookie Storm TV has been established for only one year, but its worth has even quadrupled.
The Storm Group, which was listed at 7.14 yuan/share, was almost the brightest star in the 2015 A-share market. On March 24, 2015, the stock market was listed on May 21. On May 21st of that year, Stormwind Group created a hoarding record of 30 times the stock price on the capital market in just 40 trading days.
However, the infinite beauty of the capital market does not mean that its storm TV can gain market recognition. For the moment, the TV industry generally takes a cautious view of Storm TV. A number of industry experts interviewed said that in the mature Internet TV market, the performance of Storm TV is still not satisfactory. Among them, the biggest weakness is the unclear positioning of the brand, and it is difficult to hit consumer pain points in many Internet TV brands.
In response, the “China Business†reporter contacted the relevant person in charge of Stormwind Group on how to deal with market competition after the financing of Storm TV. The other party stated that the company will release its financial report for the first half of this year as a listed company and is now During the silent period, it is not convenient to reply to the interview.
Financing 200 million yuan to help big entertainment strategy
In recent days, a 200 million yuan financing has caused Storm TV to attract public attention. The “Announcement on Controlling Subsidiary Shenzhen Storm Windsor Technology Co., Ltd.'s Capital Increase†issued by Stormwind Group shows that Ningbo Hangchen Investment Management Co., Ltd. injects 200 million yuan into Storm TV, accounting for 10% of the shares. After financing, the storm TV valuation reached 2 billion yuan.
One year ago, when Stormwind Group and Haier Rishun, Aofei Animation and Sannuo Digital jointly formed Storm TV, the registered capital was only RMB 31,579,200. In other words, one year later, the company’s valuation has been quadrupled.
It is understood that the reason why Ningbo Hangchen invests in Storm TV is that it is optimistic about the market prospects of Storm Group's “DT Large Entertainment Strategyâ€, and Storm TV is just the first strategic-level business for Storm Group to sign a grand strategy, and it is also an external demonstration of this strategy. Window platform.
The so-called "global DT big entertainment strategy" refers to the company's overall strategy released in May last year, namely "platform + content + data", in which Storm Super TV as one of the platforms, is responsible for obtaining home entertainment users. responsibility.
For this financing, the storm TV CEO Liu Yaoping had publicly stated that “this financing will further enhance the strength of Storm TV, which will help it create a better home Internet service experience and products for consumers.â€
However, some analysts in the industry believe that although Storm TV has increased its investment by 200 million yuan, it is still weak in the Internet TV capital market. Because, after the micro-whales spent 450 million yuan to buy shares in Konka, and LeTV took over TCL Multimedia, it has also raised the Internet TV capital step by step with a US$2 billion bid to acquire Vizio, the largest TV maker in the United States, and its related company, Inscape. The tone and threshold of the competition.
The brand positioning blur is the biggest short board
Despite sufficient financing, the room left for the development of Storm TV is not optimistic. According to Liang Zhenpeng, an observer of the household appliances industry, the content platform for Storm TV is still not good enough. “STORM started as a player, so compared with iQIYI, Youku, Tudou, Tencent Video, Sohu Video, LeTV, etc., There is also a slight gap, that is to say, its resource advantage in terms of content is not obvious."
Liang Zhenpeng said that the biggest weakness of Storm TV is still its brand positioning, and the insignificance of tagging has also led to a smaller influence. So far it is still a non-mainstream marginal brand.
On the Storm TV official website, its corporate vision is described as the “terminal product and internet service†brand that home users yearn for, and its most prominent feature is the realization of the “2+3 model†model: “2†refers to the Internet brand and The equity structure and assets of the Internet; "3" includes: first, supply chain, second, logistics and services, and third, experience stores.
However, the above "features" do not appear to be truly different in the eyes of experts, and their positioning is not clear enough.
"To convince consumers to buy a product, first of all, the product has to have a label. For example, LeTV's label is low-cost and its content resources are strong. Xiaomi TV is taking the high-end line of the Internet brand, making curved TVs, ultra-thin TV, etc.†Liang Zhenpeng pointed out that every TV manufacturer should have its own position, but unfortunately, Storm TV has never found its own or very unique positioning.
Dong Min, general manager of AVC Intelligent Display and Digital Entertainment Business Group, also stated that Storm TV has no special appeal or attraction in the market compared to other products of its own, such as VR Mirror, and it will also be Think that this is an ordinary Internet brand, and no different from other Internet brands.
In fact, Storm TV is not without advantages. Liu Yaoping, as a trader has the contacts and experience, and the channels provided by Haier Riyoushun, the content provided by Aofei Animation is a relatively high-quality resource. Dong Min believes that the storm is unfortunate. TV did not integrate these resources.
For future developments, Dong Min further pointed out that Storm TV should focus on product, channel, promotion, because when the product enters the market, Storm Super TV is slightly higher in pricing, and the model is still relatively small; Channels, although offline follow other public channels to rise and sell well, but the retail capacity needs to be improved; in the promotion, as mentioned above, TV products are not as good as VR magic mirror in the hearts of consumers, not enough tag.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
The Storm Group, which was listed at 7.14 yuan/share, was almost the brightest star in the 2015 A-share market. On March 24, 2015, the stock market was listed on May 21. On May 21st of that year, Stormwind Group created a hoarding record of 30 times the stock price on the capital market in just 40 trading days.
However, the infinite beauty of the capital market does not mean that its storm TV can gain market recognition. For the moment, the TV industry generally takes a cautious view of Storm TV. A number of industry experts interviewed said that in the mature Internet TV market, the performance of Storm TV is still not satisfactory. Among them, the biggest weakness is the unclear positioning of the brand, and it is difficult to hit consumer pain points in many Internet TV brands.
In response, the “China Business†reporter contacted the relevant person in charge of Stormwind Group on how to deal with market competition after the financing of Storm TV. The other party stated that the company will release its financial report for the first half of this year as a listed company and is now During the silent period, it is not convenient to reply to the interview.
Financing 200 million yuan to help big entertainment strategy
In recent days, a 200 million yuan financing has caused Storm TV to attract public attention. The “Announcement on Controlling Subsidiary Shenzhen Storm Windsor Technology Co., Ltd.'s Capital Increase†issued by Stormwind Group shows that Ningbo Hangchen Investment Management Co., Ltd. injects 200 million yuan into Storm TV, accounting for 10% of the shares. After financing, the storm TV valuation reached 2 billion yuan.
One year ago, when Stormwind Group and Haier Rishun, Aofei Animation and Sannuo Digital jointly formed Storm TV, the registered capital was only RMB 31,579,200. In other words, one year later, the company’s valuation has been quadrupled.
It is understood that the reason why Ningbo Hangchen invests in Storm TV is that it is optimistic about the market prospects of Storm Group's “DT Large Entertainment Strategyâ€, and Storm TV is just the first strategic-level business for Storm Group to sign a grand strategy, and it is also an external demonstration of this strategy. Window platform.
The so-called "global DT big entertainment strategy" refers to the company's overall strategy released in May last year, namely "platform + content + data", in which Storm Super TV as one of the platforms, is responsible for obtaining home entertainment users. responsibility.
For this financing, the storm TV CEO Liu Yaoping had publicly stated that “this financing will further enhance the strength of Storm TV, which will help it create a better home Internet service experience and products for consumers.â€
However, some analysts in the industry believe that although Storm TV has increased its investment by 200 million yuan, it is still weak in the Internet TV capital market. Because, after the micro-whales spent 450 million yuan to buy shares in Konka, and LeTV took over TCL Multimedia, it has also raised the Internet TV capital step by step with a US$2 billion bid to acquire Vizio, the largest TV maker in the United States, and its related company, Inscape. The tone and threshold of the competition.
The brand positioning blur is the biggest short board
Despite sufficient financing, the room left for the development of Storm TV is not optimistic. According to Liang Zhenpeng, an observer of the household appliances industry, the content platform for Storm TV is still not good enough. “STORM started as a player, so compared with iQIYI, Youku, Tudou, Tencent Video, Sohu Video, LeTV, etc., There is also a slight gap, that is to say, its resource advantage in terms of content is not obvious."
Liang Zhenpeng said that the biggest weakness of Storm TV is still its brand positioning, and the insignificance of tagging has also led to a smaller influence. So far it is still a non-mainstream marginal brand.
On the Storm TV official website, its corporate vision is described as the “terminal product and internet service†brand that home users yearn for, and its most prominent feature is the realization of the “2+3 model†model: “2†refers to the Internet brand and The equity structure and assets of the Internet; "3" includes: first, supply chain, second, logistics and services, and third, experience stores.
However, the above "features" do not appear to be truly different in the eyes of experts, and their positioning is not clear enough.
"To convince consumers to buy a product, first of all, the product has to have a label. For example, LeTV's label is low-cost and its content resources are strong. Xiaomi TV is taking the high-end line of the Internet brand, making curved TVs, ultra-thin TV, etc.†Liang Zhenpeng pointed out that every TV manufacturer should have its own position, but unfortunately, Storm TV has never found its own or very unique positioning.
Dong Min, general manager of AVC Intelligent Display and Digital Entertainment Business Group, also stated that Storm TV has no special appeal or attraction in the market compared to other products of its own, such as VR Mirror, and it will also be Think that this is an ordinary Internet brand, and no different from other Internet brands.
In fact, Storm TV is not without advantages. Liu Yaoping, as a trader has the contacts and experience, and the channels provided by Haier Riyoushun, the content provided by Aofei Animation is a relatively high-quality resource. Dong Min believes that the storm is unfortunate. TV did not integrate these resources.
For future developments, Dong Min further pointed out that Storm TV should focus on product, channel, promotion, because when the product enters the market, Storm Super TV is slightly higher in pricing, and the model is still relatively small; Channels, although offline follow other public channels to rise and sell well, but the retail capacity needs to be improved; in the promotion, as mentioned above, TV products are not as good as VR magic mirror in the hearts of consumers, not enough tag.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.