However, the LeTV crisis does not represent the crisis of the Internet TV industry. Driven by the tide of artificial intelligence, Internet TV is particularly popular and prosperous.
On the 23rd, Xiaomi launched new television products and announced the opening of an artificial intelligence platform to open up voice capabilities to third parties. Artificial intelligence has gradually become the standard configuration of Internet TV. As the hub and entrance of the future smart home, TV large screen has gradually become the consensus of the industry, and the battle for occupying the living room entrance is becoming increasingly fierce.
The internal driving force of the Chinese Internet has always been the demographic dividend. While the PC Internet is declining and the development of the mobile Internet has reached its peak, with the continuous advancement of the national broadband strategy, the TV Internet ushered in the first year of the outbreak. The domestic 550 million TV inventory will be replaced by smart TVs and the Internet within five years. TV and color TV industry faces an unprecedented historical opportunity.
The future wisdom home first entrance
Just as the invention of the keyboard and the simplification of the input method have brought about the popularity of the PC, and the replacement of buttons with touch screens has brought about a big explosion in the mobile Internet, voice input, and artificial intelligence are rapidly advancing, and the human-machine interaction on the TV will no longer depend on The awkward remote control, which drastically reduced the threshold for TV Internet usage, is spawning a living room revolution. The technological advancement of voice input has broken through the last digital divide, allowing children and the elderly to upgrade to Internet users without barriers. It can be foreseen that after the big screen of TV will become a mobile phone, another Internet device that deeply changes the connected life will become the first entrance to the future smart home.
Representatives of Internet TV, millet, micro-whale, and popularity, have all witnessed the exciting prospects of TV Internet, accelerated the technical bottlenecks of voice input and artificial intelligence, and expect to occupy a favorable position when the TV Internet's demographic dividend really comes. , trying to become the industry's leading. In March of this year, the largest dealer conference for thousands of people in the Internet TV industry was popularly held in Shanghai. FunUI 3.0, a new generation TV operating system that opened to artificial intelligence, was released, refreshing the industry’s perception of the most perfect TV operating system. As a technology dark horse that has been silently working on the Internet video industry for ten years, it has gained more technology accumulation than Xiaomi and Xiao Wei, plus the strong support of shareholders Fang Zhaochi and Oriental Pearl in hardware manufacturing and content. Popular Internet TV is emerging as A bright star in the TV Internet era.
In the era of TV Internet, fulfilling the demographic dividend of 550 million TV subscriptions is destined to be a long journey. It is a long-distance running, not a sprint. For various reasons, the common mistake made by domestic Internet TV brands is to run a race that is supposed to be a long-distance race with a sprinting posture. As a result, it encounters various difficulties and even risks of premature death. Before the industry's dividend really arrives, the real attitude should be to return to the essence of business, identify the company's positioning, work hard, solidify the foundation, and it is possible to win the Internet in the second half of the long-distance race. And relying solely on the strength of a company, can not create a complete TV Internet ecosystem, only with the advance of the times, the industry together to build TV Internet ecosystem, is the real ecology, so that all companies involved in the benefit. The ecological story told by PPT has no lasting vitality.
Therefore, the competition between Internet TV brands, in addition to the technical competition, more is the contest of the overall strength of the enterprise.
Internet TV Competition
Xiaomi, a mobile phone circle originating from the mobile Internet, initially succeeded in the marketing power of extraordinary people, and succeeded in becoming a mobile phone company with the most rapid development. Later, Xiaomi started the process of diversification and became a millet family that was dubbed “Anything but a condom.†Xiaomi expects to use voice input and artificial intelligence as the key points, and the slightly scattered millet family will be strung together with a red line. From the Xiaomi family, Xiaomi will gradually grow into a powerful “millet empireâ€. The flaw is that the marketing-centric millet gene lacks a technical background. In the demonstration of drone last year and the demonstration of artificial intelligence in April of this year, they all made jokes and caught the attention of the industry. Millet TV content depends on integration, products rely on ODM, are insurmountable bottlenecks. With the decline of Xiaomi’s mobile phone, Xiaomi’s influence in the Internet industry is rapidly decreasing.
The micro-whale, born from the capital-culture circle, has mastered a large amount of IP through a series of operations of the Chinese fund and is an outstanding place. Among Internet brands, micro-whales are companies that focus on marketing and hype besides LeTV. They don't hesitate to sponsor Chinese funds to invest in several major IPs in an attempt to break through the brand and quickly scrimp. Like LeTV, Microwhale tried to rush to the front with a dashing stance, replacing LeTV and becoming the leader in Internet TV. Then, in the TV Internet's long-distance running, enterprises that have been sprinting by sprinting will inevitably bring about a series of problems, and even lose blood and die. In terms of technology, hardware manufacturing, and content, we rely on a few big IP support. In the long run, we still brewing a deep crisis.
As the only company in the Internet TV industry that originated the manufacturing industry and formed a double-decker equity structure with the content giant Oriental Pearl (the Oriental Pearl is also the second largest shareholder of the popular online company, Siu Chi shares), there is no doubt that it is the only one with the Enterprises with comprehensive competitive advantages are also the only Internet TV brands that adhere to the long-distance running posture and steadily advance. As part of the Internet TV industry "sprinters" fell to the runway, the popular and robust style gradually gained universal recognition. It has grown from a group of rapidly emerging dark horses into a mainstream company in the Internet TV industry.
Last year, the popularity of the major shareholder Zhao Chi was increased, and Chairman Gu Wei promised to invest more than 2 billion of the additional funds in the Internet TV. At the Shanghai dealers' conference in March this year, the fashion industry announced that it had invested 300 million yuan to carry out large-scale brand upgrades, advertised on high-speed rails throughout the country, and sponsored the trump card comedy program of Dragon TV throughout the year. In the aspect of channel construction, it has been popularized for half a year and has basically completed its nationwide layout. It has 15,000 dealers nationwide and has the largest terrestrial network among internet brands. In May, popular Internet TV reached a comprehensive strategic cooperation with JD. It will, with unprecedented efforts, set off a popular storm of QD TV.
After the sprinters fell, real distance runners are accelerating the sprint. In order to compete for the market stock of 550 million units, the representative manufacturers of Internet TV brands - millet, micro whale, and popularity - will refute the fire in technology, capital, products, and markets comprehensively, and the players with the most comprehensive strength will be able to persist until the end. The final victory.
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