Cool Open will be completely independent next month

Absrtact: China's color TV market overall sales decline, the entire industry-oriented transformation of the Internet is subterfuge. March 9, the 21st century Economic Report reporter, the exclusive learned that the well-known color TV enterprise Skyworth Group's Internet TV brand Cool Open will be completely independent next month

As the overall sales of China's color TV market declines, the whole industry's transition to the internet is subterfuge.

March 9, the 21st century Economic Report reporter, the exclusive learned that the well-known color TV enterprise Skyworth Group's Internet TV brand-cool Open will be fully independent next month operation.

"Actually cool open from January 1 has been operating independently, but because Skyworth's new fiscal year starting from April 1, which is cool open financially cut the official node." "Cool Open Network Technology Co., Ltd. chairman Wang in the 21st century Economic Report reporter interview, said independent operation, the cool will become Skyworth in the Internet TV operation of the real" vanguard "," Our goal this year is cool brand TV online sales up to 1.5 million units, Internet TV total activation volume of more than 15 million units. "

At present, music, millet, the Internet television sales of about 1.7 million units and 300,000 units respectively. According to industry sources, in 2015, the two new models and spoilers appear in the face of the manufacturers have made a rather radical delivery plan, however, its sales cover online and offline, and cool Open is to insist on purely online sales.

"While the overall TV market is slipping, it is certain that online sales will continue to grow fast," he said. "Wang said.

Cool Open Financial Cutting

"Independent operation is equivalent to the whole plate to take over, which requires that there is no shortage of funds, to do a good job in inventory management." Wang to reporters, and before this, although the cool has become Skyworth online sales son brand, but the team's work more or product planning, "do a good product forward on it."

Cool Open originally is Skyworth a product series, as early as 2006, Skyworth set up a wholly-owned subsidiary of Shenzhen Cool Open Network Technology Co. 2013, music, millet and other internet companies across the border into the television industry, to Skyworth, TCL, Hisense and other traditional color TV manufacturers bring impact. In September, Skyworth and Alibaba issued a joint release cool Internet TV, and thereafter will be "cool open" as Skyworth online channel brand.

As Skyworth online on the channel dead Knock Music, Millet's razor, cool open continuously embark on the road of Independence. 2014, "80" after the Wang was named Cool Open Network chairman. Before joining Skyworth, Wang had experience in many places such as Intel, Vodafone and Harmanbecker.

Wang that, from the Skyworth group Internal View, the original Skyworth brand is Samsung, TCL, Hisense and other color TV manufacturers, and cool to insert the music, millet aimed at the market up, "the group to cool this year set the target is to sell 1.5 million units."

"Cool-open monthly sales rose about 7 times-fold in a year," he said. Wang told reporters that January 2014, cool TV sales in more than 10,000 units, and by the end of last year has risen to the monthly sales of about 90,000 units.

Although compared to Skyworth's entire large plate, cool open the current volume is not big, but Wang that, due to the strict implementation of SARFT 181th, as well as some of the Internet founder suffered the impact of their own factors, once the irresistible Internet television in 2014 seems to have entered a restructuring period, but he believes that The trend of TV to the Internet is very difficult to change, therefore, traditional color TV enterprises in addition to their own traditional advantages of the supply chain, after-sale links to consolidate, but also to further increase the new model, new business, new thinking of understanding, especially to seize the rare time window.

Wang to reporters, cool to want to make a breakthrough on internet television, the first two problems need to be resolved: Product strength and brand marketing capabilities.

"All patterns are false, and these two things must be adhered to." "Wang said that the connotation of product strength, one is better product quality, and the second is to have product innovation," in the current cool planning, the first half of this year and the second half will launch a heavy product, details are currently inconvenient to disclose. "

Marketing, on the basis of enhanced product strength, will act as a "megaphone". "If there is no product on the basis of, even if a few billion hit the market, I believe will be able to hit the sound, but its effect will be reduced over time, until zero." "Wang said, as the Internet brand, cool open brand marketing is to the product on a point by amplifying the ability to amplify in the user to form a resonance and word-of-mouth," This ability is very important, we are still in the beginning.

15 million activation target

Talking about the impact of music, millet and other cross-border forces on traditional color TV enterprises, Skyworth Group President Yang Dongwen in the 21st century economic reporting reporter interviewed when summed up in five aspects: first, the Internet channel brings low cost impact; second, the price system impact of low-cost sales; third, the impact of the product, four, the impact of business model, That is, the hardware does not make money, by increasing sales to form the entrance, so as to obtain the content of income; the impact of the capital markets, the investment in the wind and the capital markets gave higher valuations.

And in Yang Dongwen's view, the disruptive innovation brought by the new Internet model undoubtedly represents the future of the industry, the traditional enterprises must go all out, but not all the resources are "bet" on this uncertain business model, can not serve as revolutionary martyrs, it is necessary to set up a separate team inside, put into the budget, another battlefield.

Wang said that as Skyworth exploration of color TV business model of the transformation of "vanguard", cool open the goal is not limited to selling TV, but to build their own characteristics of the brand culture, and to face the corresponding group of research and development products, "to have differentiation, so as to go far."

"originally followed the big platform to walk, the stock, the fund and so on has the group fallback, does not have the burden, also is difficult to enhance the efficiency." "Wang said, cool open independence is actually a kind of force mechanism, let oneself face inventory, resources, cost and other aspects of the challenge at the same time, gain more autonomy."

Wang to reporters that the core of cool is not to do TV, but become Skyworth Group terminal operation of a means, "the ultimate goal is to accumulate operational Internet TV users."

Color TV Enterprises in the Internet transformation of a major proposition is to the original concept of customer level into the user concept, so as to obtain service revenue. Specifically, the impact of this transformation can be quantified into the internet TV's activation ratio, daily active, monthly activity and other indicators.

And from the current situation of the entire industry, these data are not optimistic, on the one hand, such as music, millet TV sales base is too small, on the other hand, Skyworth, TCL, Hisense and other Internet TV user base is also not enough to support a variety of front-end charges or back-end charges.

"From the current point of view, the level of service conversion rate, how much money can be received, is still unknown." Wang said that on this issue, the cool open look more open, "no matter when can make money, the core or own hands how many users."

In fact, this is also cool to open the current core KPI. "Cool positioning is to become the entire Skyworth group Internet TV (including Cool open brand and Skyworth brand) entrance." Wang told reporters that the current cool open Internet TV active users have exceeded 3 million days online, about 4 hours long.

Wang said, according to current planning, this year, cool open Internet TV's activation volume target is to reach 15 million, and week active users hope to reach 10 million.