OFweek smart home network news from the hardware, price fighting back to the essence of the content, and then to the brand of competition for the joint, smart TV industry is greeted with a new leap forward.
Resource sharing promotes the rapid and orderly development of smart TV industry
According to the statistics of the Ministry of Industry and Information Technology, the total production and sales volume of Chinese televisions has remained at around 45-51 million units. The sales volume of smart TVs has increased by leaps and bounds in the past three years, with sales of 8.5 million units in 2012, 21.51 million units in 2013, 31.10 million units in 2014, and 34.12 million units in 2015. The sales penetration rate reached 73% in that year. The penetration rate of smart TV sales has gradually increased.
With the rapid rise of the smart TV industry, the intensification of traditional giant competition and the continuous addition of new Internet brands, the low-priced, hungry marketing and fancy stall selling products have gradually been replaced by the return of product value and TV content. During this period, the relationship between the traditional color TV companies and the emerging Internet TV brands has also transformed from the incommunicable and fierce confrontation to the brand linkage and openness and win-win situation, completely breaking the closed competition status of the smart TV industry.
In June of this year, Suning's brand PPTV officially released an open-content sharing strategy, and launched a Rubic smart TV system based on full-form TV content, which is regarded as the core carrier of the open-content sharing strategy. At the same time, PPTV has opened exclusive copyrights of more than 10 billion worth of exclusive content including the head IPs of La Liga, China Super League, AFC Champions, etc., and announced that it will cooperate with Konka, Philips, Sharp and other TV makers to create "platform + hardware + Content's brand new ecology.
Not long ago, Konka and PPTV jointly created new Tianhe series smart TVs, and they officially registered with Suning Tesco. This is the first model to be launched after the "open strategy" was released at the June PPTV strategy conference. PPTV and cooperating vendors can quickly deploy products to the market, further highlighting the high efficiency and complementary advantages of brand cooperation, integrating the strengths of various companies and providing consumers with better services.
At the same time, in July, Xiaomi TV also implemented "open and win-win", announcing that its own PatchWall system was completely free to TV manufacturers, and it also released a built-in film library covering more than 60,000 genuine video content. It is stated that it is willing to deepen cooperation with our business partners to achieve a win-win situation.
With the series of strategic adjustments of TV brands such as PPTV, Xiaomi, Coocaa, Konka, and Changhong in the recent period, it can be seen that resource sharing and brand alliance will become the new vane of smart TV industry in the future. From competitors to partners, the formation of the brand matrix will further promote the rapid and orderly development of the smart TV industry.
Turning Passive as Active Content to Reconstruct the TV Market Pattern
According to the Report on the TV Industry Structure in the First Half of 2017, the consumers of color TVs have entered the stage of high-end and quality consumption. In this competitive state, how to make its own products more competitive has become an important issue for all brands.
Therefore, fitting consumer needs, realizing accurate positioning of content, and turning passive into initiative are the key to success. In fact, the true mission of a TV actually lies in content.
As a fresh force in Internet TV, PPTV backed by Suning's powerful strength, has won the La Liga, Premier League, Super League, AFC, UFC, WWE and other exclusive copyright, while covering CBA, snooker, badminton, table tennis, tennis and many other The comprehensive broadcast right of the event, holding the copyright value of over 10 billion, takes 90% of the sports events, and is the most comprehensive sports content platform in China.
From a model point of view, PPTV is increasingly becoming an Internet content operator. Ten billion content opening means that it has jumped out of the single dimension of content platform or smart hardware vendors, and has gone to “content+system+hardwareâ€. Multiple ecology. In terms of hardware strategy, from the perspective of the new N55 recently launched by PPTV, the PPTV smart TV has focused on the mid-to-high end price side, freeing product space for partners.
This strategy allows PPTV to not only form a good partnership with its partners, but also collect more feedback from users to better understand the user's usage habits and the demand for smart TVs. System upgrades and improvements provide help to better integrate products and systems.
Consistent with the PPTV strategy also includes Tencent, followed by TCL to build Internet TV brand Thunderbird, Tencent last month to invest 300 million yuan to invest in Internet smart TV brand cool to further strengthen the large-screen content services.
As Internet content providers and color power plants change from a "pair-to-child" relationship to a diversified and cooperative relationship, the competition for smart TVs will be back to the true. The era of content-based kings will reshape the TV market landscape.
Interactive experience upgrades consumers back to “God’s perspectiveâ€
Active selection from passive audiences is an important subversion that smart TV brings to the traditional color TV industry. Therefore, while expanding content, how to make consumer and product “face to face†communication become more humanized has become a design of interactive experience. Focus.
In this regard, including LeTV, Youku, iQiyi, and PPTV have all made a lot of adjustments. Regardless of the interaction logic or technological innovation, the intention is to allow consumers to “return†to God’s perspective and fully demonstrate the smart TV’s convenient experience.
Taking PPTV as an example, the new Rubic smart TV system will “orderly and orderly content and multi-format content†and provide accurate and orderly classification of content to minimize the steps and costs for users to reach the content. At the same time, PPTV Rubic smart TV system also has a variety of features such as Super Live, fast P key, smart voice, multi-screen interaction and so on.
From platform to content to hardware, the revolution of the smart TV industry is further deepening, with an open attitude as a bridge to establish friendship and friendship, and ultimately achieving a win-win situation for content platforms, color TV manufacturers, and consumers. A series of changes have been made this year. Explain that innovators, including PPTV, will lead the smart TV industry into an era of “open sharingâ€.