How does the internet television industry continue to behave in a healthy manner?

OFweek Smart Home Network News: In the past month, the television industry has become the biggest hotspot.

From Internet companies such as LeTV, Xiaomi, and Microwhale to traditional home appliance companies such as Sony, TCL and Changhong, they have launched new television products, which have stirred the market. Then we focus on the theme of Internet TV, and we will find that there are many new variables and new styles of play.

As we all know, the first to launch Internet TV was LeTV, and as a result, the subversion of the traditional TV industry was formed. Therefore, all companies that have launched Internet TV since then have all looked at LeTV. This has already become an industry phenomenon. For example, after TCL had been developing Internet TV for three years, it was only at this moment that it launched the Internet TV brand “Thunderbird” and directly imitated the TV channel of LeTV, which is also a benchmark for LeTV.

But if it is to learn LeTV's Internet TV model, it is also worthy of praise, this is after all the direction of the industry. However, from the previous "imitation-type" competition to today's "touch porcelain" competition, this is still quite unexpected. Does anyone touch the porcelain music who is red?

However, what is even more interesting is that in this new round of Internet TV, some talented people have begun to imitate LeEco, some have touched on porcelain music, and LeTV has embarked on another, different Internet path. This is really worth paying attention to. The industry changes.

Touching porcelain music behind: low price war and low-end products have no way out

The reason why this article is written is that in addition to the lively new product wars, the fuses also come from millet TV, Thunderbird TV and other touch porcelain marketing, as well as industrial chaos.

This year's rice noodle festival, Xiaomi TV's 9 televisions from 43 inches to 70 inches will be full of big promotion. However, you can play with your marketing, why do you want to hurt others?

From April 1 onwards, Xiaomi TV’s official microblogging team released four consecutive preheating questions: “Don’t make fun”, “Let's go through”, “Take medicine,” and “This is over.” Posters and four posters are very obvious. The theme of “Les Medicinal Play” shows that there is a clear price advantage for new millet TVs compared to LeTVs of the same size. Moreover, Xiaomi TV is also afraid that readers can not see it, especially in these four words marked with phonetic.

To be honest, such a gameplay has really made me wait for the industry observers to be a little surprised. What is it that this is not a life touch? However, relying on this as a fool-style game, consumers will be able to identify with it?

To tell the truth, the earliest TV price war was initiated by LeTV, but don't forget that every battle has its own time and place. In the past few years, Internet TV has just begun to be introduced to the market. Price warfare is indeed an important means. Even the “content + hardware” approach can create an impact on the traditional TV market.

Today, when Internet TV has been popularized for several years, it is still playing a price war when the era of China's consumer escalation is approaching. This can only show that these TV manufacturers have obstacles to market awareness. It also exposed the bottomlessness of its competition.

Le Shih-chih's new CEO, Liang Jun, responded to Xiaomi’s approach with great anger: “Actually, I really like millet's retrograde style, bottomless low prices, bottomless low products, bottomless attacking competitors, maybe this year. In the rice noodles Festival, his behavior can get some sales, but if a company does not have the basic qualities, these behaviors are to discredit the entire Internet brand, but also can clearly and quickly make the market understand what kind of Enterprises, such companies will not last long. Users can be attracted to low prices at one time, but I still believe that users are willing to pay for good products, but we need time for users to understand.”

In the era of China's consumption upgrade, it is time to move things, and also take the low-price and low-end products to say things, and Xiaomi really is not Internet.

Then there is the Thunderbird TV, which touches on TV music, but doesn’t even talk about chip configuration. The Ultra 4 X55 launched last year by LeTV (not to mention the latest Ultra 4 Max55 launched this year) and the newly launched Thunderbird TV I55 In comparison, the former is the flagship smart TV core Mstar 6A938 with 3G of memory, while the latter uses the Mstar 6A838A with 2G of memory, not to mention LeTV’s advantages in audio, interaction, and service.

On March 29th, LeTV's full-screen new split Super TV Unique65 and Unique55 conference, Liang Jun not only did not mention a rival, but rarely used about half of the space to talk about TV quality technology, more than a month ago At a press conference, LeTV also talked about an “open class” on TV sounds.

Internet companies have historically used the model as a subversion point, but at the moment, LeTV has already passed the first half of the development of Internet TV and entered the fundamental technical level of quality and sound with traditional TV manufacturers. When operating and emphasizing channel changes, some companies either played price wars in the first half, or they did not dare to talk about the core configuration of the chips, which directly affect the processing capabilities of television. This can not help but sigh, and there are many chaos in the industry.

What's more, the practice of touching porcelain has also pushed down the bottom line of Internet companies.

Explore the road: leave the back office and service to others or not work

In her view, in fact, Internet TV has already entered the second half of the competition, and it has already left the low-price, early-model competitions. When it comes to real competition for high-quality products, it does not take much thought. More Internet TV latecomers are still Learning the Internet TV business model, but also did not grasp the true ecological essence.

Take TCL's newly launched Thunderbird brand as an example. In the construction of the most important content of Internet TV, TCL pulled Ali and Tencent, and in the future, Thunderbird can watch Tencent videos and Ali's Youku content on Thunderbird TV.

If it is only content cooperation, it is not surprising, but from the point of view of Thunderbird, the future will be connected with Ali and Tencent in artificial intelligence and cloud services. Why should we hand over the platform and cloud service capabilities to our partners?

The core nature of Internet TV is actually ecology. Ecology is not just a simple combination of “TV + content”, but the user’s ability to provide Internet services. If you can’t really understand this and give the backstage to others, it’s just not true. Understand the nature of Internet TV.

Similar to this, there are also micro-whales. The investors of micro-whales are Chinese culture, Alibaba, Tencent, and Central People's Broadcasting Station. They choose to cooperate in depth in terms of capital, policies, technology, content, services, etc. This may be affected by Limited to others, there were many cases of failure before.

Some regrettable, love TV has just been released last month, has missed the best window period, in the face of today's Internet TV market close to the Red Sea, it will be difficult to break through, according to professional research agency data, in 2015 Dozens of television brands have competed on the field, but the brands that can be remembered now are only a few. There are only a few of them that can survive in the future.

In fact, learning to study LeTV is not important. It is important to master the core fundamentals of Internet TV - service capabilities, hardware, content, cloud platform, multi-screen integration, and membership services. Only in this way can we create the linkage effect of Internet ecology for consumption. Provide multiple services.

How can an effective Internet TV business model be formed when various links such as back offices and services are handed over to partners? In this sense, although the number of competitors in the Internet TV industry has increased, and new forces such as Thunderbird and Micro-whale continue to enter, there are not many companies that can create real impact in this round of internet TV.

What is more worthy of reminding is that companies that learn Internet TV should actually learn the true Internet ecology model first.

Summary: Second Half of Internet TV Competition - Technology, High-end, Operational

The popularization of concepts, the establishment of business models, and the staking of price wars are all areas in which the initial characteristics of the market will prevail. The Internet TV industry is no exception. However, from the earliest launch of Internet TV by LeTV, today's four-year Internet TV should have been developed in the direction of intensive competition. Especially when China's consumption upgrades today, this is itself a market trend.

After four years of hardened LeTV, this is the way to go from the screen, industrial design to configuration, sound, and picture quality, to the high-end of product details and technical advantages, and to force large-screen operations, such as Large-screen open ecology, search, ranking, etc. do not allow manual intervention, drive service upgrades, and promote the overall upgrade of Internet TV brands.

In fact, LeTV is not less than 40 inches, and every product released represents the best and top product at the time. Why? This is because, on the one hand, users who purchase low-end products have limited operational value; on the other hand, just as Liang Jun said, the industry will usher in a round of reshuffle, truly taking the lead in the high-end market, and possessing high-quality products. TV manufacturers can survive.

However, it did not happen that LeTV’s technology, high-end, and operational roads became “unique” in this area. Other Internet TV followers still competed in low-price competition and business model exploration.

This new round of Internet TV is actually showing the law of development of the industry. This is where the Internet TV companies really think.

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