The same continent electronic transformation of the shame: new bottled wine location trek

The same Chau electronics in the "Internet +" in the transformation of the trial and error so lost, back to see this bumpy transition process, the same continent intends to "new bottle of Wine" method, a new avenue, this idea, from the beginning of the wrong.

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Wen/Zhang Shule

Published in the March 2016 issue of Business Review, abridged

Broadcast System of the proud of the same Chau electronics, domestic set-top box "old Cannon Son", before and after the Spring Festival in Monkey, has been sad "approaching" wandering. January 12, due to the company founder and actual control of the Yuan Ming pledge stock close to the cordon, the same continent had to apply for stock suspension.

Once upon a while, the same Chau electronics in the broadcasting system near the industry monopoly of "care", the growth of the set-top box leading enterprises. With the advent of the Internet wave, the same Chau electronics in the greenhouse have to seek transformation. Under the beating of the market forces, the same Chau electronic continuous transformation trial and error, but a succession of arrears, arrears and senior executives out of the storm, so that the same Chau electronics went astray.

The fate of the white rat: the end of the dividend is trek

The same continent electronics once in the Internet + field bullish, at least in verbal.

As an established set-top box manufacturer, faced with the various boxes of OTT, the same Chau electronics almost hesitate to come up with their own resource advantages to gamble. In September 2014, it even declared war on the music and millet, shouting that they would have their box products "The last Mid-Autumn Festival".

In this regard, the same Chau electronics has sufficient confidence, because it in the radio and television field, with music, millet, these new and sharp Internet enterprises can not reach the resources. From the development of the same continent electronics is not difficult to see this: in 1997, the same Chau electronics began to transform digital television. Relying on a number of successful projects to win the radio and television system, the same Chau electronic cable TV set-top box business development rapidly. In 2005, the same Chau Electronics realized revenue of 900 million yuan and profit of 70 million yuan. The following year, the same Chau electronic landing SME board. On the first day of listing, Yuan Ming's net worth reached 1.3 billion yuan ...

and radio and television system in depth "cooperation", so that the same Chau electronics and at that time many by the policy balance tilt and near the industry monopoly of "care", the booming enterprises, not too "difficult" growth for the TV system leading enterprises.

But the dividend also has an end, in the Internet + front, the first to fall into the industry is the impact of e-commerce entity stores, and radio and television related industries may not be the second hit industry, but is the impact of the mobile communications industry together called the most tragic one, and this round of Internet + Shockwave, more named Ott (over the top pass , which refers to providing users with various application services through the Internet. And for the same continent, this pain is not only from OTT, the surface of the leading enterprises in recent years has been hovering in the margins of the low net profit, such as 2010, the same continent in the camp charge of 2.3 billion yuan, the loss of 130 million yuan, to put words 2010 to achieve tens of millions of income Yuan Ming a "slap."

In the face of a large number, in the carrying content of the policy on the edge of the Internet box and smart TV attack, the same continent single, main product set-top box is obviously not enough to see. Transformation has become almost the same as continents feel the pain of the radio and television related industries choice, such as Hisense, Tcl and other traditional TV manufacturers, are fully raid to the field of smart TV. On the surface by this Internet + tide with the transformation of the same continent electronics, but has its own plans. Its official proposed transformation thinking is: "With the radio and television network close cooperation, set up to build a perfect cloud platform, so that it can be comparable with the best internet platform"; "and with the TV as the core, with other terminals to establish a one-to-many complete ecological circle."

If the more concise words expressed, in fact, is Dvb+ott (cable TV Live + TV Internet, that is, radio and television version of the Three network integration). In a way, this is the same continent again with its own past policy resources to make the choice, on the other hand, it will pay the price is to become a radio and television system into the three-network integration of the "white mouse."

The innovator of the following: Can you take off on the tuyere?

The transformation path of the same continent, to a large extent, stems from the yuan Ming personality influence, he has claimed that his character "with jobs very much like", "resolutely do not follow the person, plagiarism", "must be to do the fine."

As a set-top-box era, the same continent did not show the spirit of Yuan Ming innovators. And in the Internet + tide, the performance of the same continent, but it appears to be contrary to the Yuan Ming's claim.

According to public information, the same continent began Dvb+ott transformation in 2013. And in that year, the same continent in the form of a combination of boxing launched against the fly to see the box, fly TV and fly phone, a wide range of intelligent products, almost covered the current year's radio and television in the field of the most popular Internet + projects.

From the time node, it is easy to identify the same continent of innovation in the actual interpretation of the follow-up. But for the same continent, this is not the case. As early as the beginning of the 2006 IPO, Yuan Ming has hinted at making mobile phones, and has set up a communications product research and development department specializing in mobile phones, as it has been laying out for many years. And in October 2009, the smartphone just broke out of that period, it has launched a "E89EVDO" smart business phone.

But the results of the diplomacy is very bleak, not yet time to market testing, the phone because of the cool infringement lawsuit, and completely snow hidden. and flying phone out of the oven, it is clear to round Yuan Ming a mobile phone dream.

The march of time is not advantageous, at then the domestic mobile phone industry has shown a "Chinese cool Lian" five small strong separation pattern, some old mobile phone manufacturers are precarious, and in the field of mobile phone No known can say the fly phone to want to succeed, difficult to imagine.

Yuan Ming's strategy is to innovate. 2013 's flying phone is a follow-up, so when the first batch of 1000 units sold, 5 minutes after being sold out, the phone also automatically disappeared, and later, although renamed Beidou small Apple 6, price sales, but the market share can still be ignored. However, in 2014, the same continent summed up the test water success, the same continent further launched the allegedly after 9 years of research and development, the main security of the autonomous mobile phone system 960 OS and the corresponding hardware products 960 mobile phones, with the intention of innovation operating system, security as a selling point, directly and Android and iOS two major operating systems against ...

As a result, innovation in the same continent has no effect on the mobile operating systems of cashed, a giant of Microsoft and Nokia.

If it is said to enter the mobile phone, is to reverse attack the Internet manufacturers, then in the Internet + radio and television this battlefield, the same continent of innovation also encountered and in the mobile phone this new field of the same frustration, but also more tragic.

100 million users: The total rout under the rhetoric

September 2014, the same continent two times in the country more than 30 newspapers at the same time the large advertising, high-profile issue "a certain meter set-top box, tomorrow may be your last mid-Autumn Festival" as a challenge, the same continent also took out its own Dvb+ott box-fly to see the box. Yuan Ming said at the time that in the name of a non-looking domineering box, Yuan Ming expectations are quite high, in two years to win 100 million users.

Yuan Ming's confidence, still comes from him according to the Great Wall of the radio and television system. In the content does not have the differentiation advantage of the fly to see the box, its main selling point is in the promotion strategy-users only pay 99 yuan deposit and 8 yuan monthly rent, you can receive a free price of 499 yuan box.

This strategy, always let people think of that year's set-top box, is precisely with the past and radio and television subscription fee to carry out similar bundling, only to be user not reluctant to enter the living room.

But soon the myth of flying the box was dashed. In accordance with the official tone, the same continent in 2014 in Liaoning, Gansu, Guizhou, Hunan region completed the Dvb+ott layout work. It is clear that this is still in accordance with the old and broadcasting mode of cooperation in general, the provincial-to-city promotion. But facing the direct electric commerce platform carries on the national synchronous coverage the Internet box Fast promotion mode, obviously has the inadequacy.

Moreover, the traditional channel layout, will aggravate the product cost, but also bring the huge financial chain burden, far less than the direct flat channel Internet mode. The impact on the success of the first Xiaomi in the game against the traditional handset manufacturers, relying on this, the same kind of product price to keep the opponent half of the perfect answer, to achieve victory.

In contrast, the same continent in the high-profile launch of the box, but also more high-profile launch of the "Can bear the dream of the same continent TV"-"Flying TV", known as the product can "one-click Integration Dvb+ott, no set-top box", the integration of TV, radio and television and the Internet.

Obviously, at the beginning of the launch, the failure was as if the box had been buried. But it is not the industry's criticism, the same continent as a set-top box manufacturer, does not have in the television industry brand competitiveness. Don't you see the same nameless music vision?

100 million users of the target into a bubble, according to the media statistics show that the "first year 50 million" users of the "fly to see the box" a year later only achieved the goal of 4%; the "Flying TV", which hosts the same continent's electronic dream, sold 1088 units. Still with the hopes of the mobile phone, in the market can be ignored. But at the same time, the capital spent on the same continent is squeezed out of it.

The situation in the same continent has thus deteriorated sharply. 2014 with the electronic revenue of 1.6 billion yuan, a decrease of 18%, net profit is a loss of up to 420 million. This two-phase squeeze, the same continent's capital chain began to tighten. According to media statistics, from September 25, 2014 to February 2, 2015, the Yuan Ming through two rounds of 7 reduction, sold all of their holdings of unlimited selling shares, so that its shareholding ratio from 32.05% to 18.03%, and thus cash more than 800 million yuan. At the same time, Yuan Ming has repeatedly pledged to hold its own executive lock stocks for financing. At the same time, the same continent in 2015 repeatedly burst the arrears of wages, money and layoffs and other conditions, can not let the same continent slow down, and eventually led to the beginning of the article scene.

The total rout began ...

Misplaced positioning: Internet + not a product

To the interesting is that during the transformation period, Yuan Ming side do not forget to remind public opinion, the same continent is the leading enterprises in the radio and television industry, while Scurried announced that the company in the Internet transformation, in March 2014, Yuan Ming to the outside world, the same Chau electronics will be renamed, the company formerly known as "Shenzhen with Chau Electronics Co., Ltd." changed to " Shenzhen Interconnection Technology Co., Ltd.

According to Yuan Ming, such a change of name is to achieve the same Chau electronics to the Internet Enterprise transformation and upgrading. "Electronic" has been unable to accurately reflect the company into the TV network strategic development layout. The same continent to be a real internet company.

But the name change is a kind of propaganda to the public positioning, but the whole company still still according to the traditional enterprise channel mode, product promotion and research and development system operation, the bone is clearly not the location of the Internet +.

This location of the war, eventually led to the same continent in the product line and channel line of functional disorders. And this is not recognized by the same continent, on the contrary, the failure of the box and TV, the same continent whitewash argue that the policy from the state of the OTT box changes, resulting in sales decline, and because of the current OTT market pattern adjustment, the future of the same continent TV products will be more to the "Radio and television" in the direction of the promotion, That is, with the radio and television operators to carry out business plan bundle to promote the whole machine.

Once again look forward to re-investment in the arms to revive the glory, the same continent in December 2015, intends to use 50 million Yuan Investment alliance Youku and the country's Guangdong side to gain the expansion of radio and television cable operator market Internet license and content, while spending 150 million yuan to create "Internet + Smart Hardware" incubation platform.

"Throw a strategy today and change another direction tomorrow." "In the industry's perception of Yuan Ming, it is more or less like a strategist in the Internet industry--the Grand network of Chen Tianqiao. The defeat of the two companies has also been similar.

But this is not really the key, the defeat of the same continent to a large extent reflects the traditional enterprises in the Internet + positioning of the war. As an example of what the continent wants to challenge, the Internet company, which is coming from online video, has also made inroads into the internet boxes, smart TVs and smartphones, but has won more than just the same continent that comes from the more traditional set-top box, which is closer to the industry.

In fact, the key is that the same continent and a public in the Internet + on the Zhejichensha of traditional enterprises, just fancy the Internet + products, and ignore the Internet + thinking.

first, too much emphasis on the internet and so-called innovation. in the same continent's trajectory, its so-called innovation can be ridiculed to let traditional products connected to the Internet, especially its Internet box, is actually a set-top box version 2.0. But the result of this kind of internet, often just follow the market mainstream of similar products, and innovative parts, also often do not have user recognition, especially in the self-created system, the main security of the same continent mobile phone, the road as early as the 2011 when the Internet mobile phone flooding, after Baidu, Alibaba's deep-custom systems or smartphones, which are dominated by secure trading, are denied by the user.

The second is over-focusing on patterns and ignoring content. the same continent of the Internet box, smart TV is not to be seen, not the Dvb+ott model is wrong, but this model and the current Internet box, television and internet TV license to the cooperation between the parties, there is no real difference. On the contrary, from the online video field of the development of the Internet box, TV enterprises, compared to the traditional hardware enterprises that only rely on resources and not self-produced content, pay more attention to the production of content, a large number of home-made dramas and film and television conversion of various IP resources, so that it has formed a unique content resources, and the capital chain has It was only after 2015 years to join the online video, and try to work with the Super League, to operate exclusive IP, can be too late.

third, excessive focus on products and ignore the channel. the real core charm of Internet + is not only to make the traditional product network to form the cross-border robbery, but also to rely on the super flat and long tail effect of the Internet on the channel, to minimize the channel cost and absorb the user. The same continent just in the product close to the Internet +, but in the channel to follow the old model, which has caused its "painting tiger is not anti-class cat." Although the cause of this result, as many traditional industries such as clothing, not a brain to take refuge in the e-commerce and abandon the physical store, but this also let it only in a dilemma, sink into.

Similar to the reverse Internet +, in fact, the traditional industry in the Internet + transformation of the pain, and the same continent electronics is only in this great change, the trial and error of the failure of a son, but not the last one.

Zhang Shule: zsl13973399819 book has "cross-border-the Internet era must first understand the big defeat"

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The same continent electronic transformation of the shame: new bottled wine location trek