Entertainment highlights new mode of TV O2O

With the advent of the internet era, television has ushered in a new role of home entertainment equipment Center, which indicates that color TV manufacturers need to follow the pace of the Times through change. Recently, in the third quarter of "good voice of China" before the premiere, TCL Multimedia CEO Shanyi to the mysterious good student identity debut sound stage, singing a song "Nu Change", became the first Chinese Enterprise CEO to board the sound stage of the business elite, let the industry see TCL multi-media new weather and entertainment spirit. Experts said that the color TV industry frequently put on "entertainment", and color TV industry in the future transformation O2O (online to offline) marketing model is closely related.

Entertainment highlights new mode of TV O2O

The Shanyi debut "The Sound of China" stage officially announced that TCL has become "the third quarter of China's sound" TV industry exclusive partner, TCL high-end products tv+ Home Entertainment TV will officially enter the "China good voice."

Shanyi said that this year, TCL Multimedia sounded the clarion call for entertainment transformation, put forward the "entertainment should be so" concept, is committed to the TCL multimedia to create a global entertainment technology enterprises. "We just want to through TCL and" China good voice "strong combination, through Tcl tv+ Home Entertainment TV into the program, let our ' double + ' strategy can really fall, let Tcl TV ' entertainment should be so ' the idea can really deeply rooted. ”

In fact, this is not TCL in the entertainment of the first layout. From the previous years of the Transformers, to last year's "cloud", "Iron Man 3", and then to this year's "X-Men: Reversing the future," Chinese consumers in watching these top Hollywood blockbusters can always see TCL figure.

Home Appliance Observer Liang that TCL frequent offline entertainment or with TCL Chairman Li recently proposed O2O marketing model. Entertainment itself is a kind of social products, can become a big entrance to television sales. and tv+ Home Entertainment TV needs a lot of offline channels, TCL can use its numerous physical door shop goods, through a large number of network marketing and interaction, the user to the store experience, and the implementation of line prices under the same price, in order to improve the tv+ home entertainment TV sales.

Home entertainment center Reshaping TV role

Xu Jianwen, director of the industry's web site, said that, from the current situation, the characteristics of television art will help LCD TV manufacturers to avoid homogenization of competition, and entertainment more clearly the role of LCD TV in the family, highlighting the status of its home entertainment center. It is understood that many TV brands are currently very attached to the promotion of entertainment, have come up with their own skill, there is the main internet Internet function, has the main KTV function, there is the main interactive game functions and so on. Television is not just a terminal to receive TV signals, it is increasingly becoming the center of home entertainment equipment.

Shanyi that last year was the real tipping-through of smart television, let people from mobile phones, computers and the ipad to the interactive way to the television, so that consumers realize that "TV is different, they can customize the content," and the game is only a starting point of intelligent television platform, the future, including video, education and so will appear on this platform, In order to continuously enrich the entire intelligent TV content, application and experience. Liang that the mainstream TV manufacturers can not be like music, millet, just the introduction of a few products, but through a rich product line to achieve different functional requirements, to seize the various market segments.

In recent years, TCL Entertainment Marketing has come to the forefront of Chinese enterprises. In this respect, Shanyi said: "Our goal is to become a global entertainment technology enterprises, so whether it is the first home appliance industry to invite movie stars as spokesmen, or in recent years, and Hollywood blockbuster launched brand implantation and joint marketing, are our globalization, entertainment, the active transformation." Also to strengthen the television as a home entertainment terminal image and positioning. ”

The marketing model will dominate the new round of shuffle

With the music, millet and other "internet thinking" of the manufacturers to kill, the traditional color TV industry for many years to form a stable or even some conservative rhythm has not been adapted to the new situation changes.

Beijing newspaper reporter found that this year, many traditional color TV manufacturers in the product, channel mode to adopt a more diversified means to adapt to the new changes, but obviously the dramatic changes in the color TV market than each manufacturer's imagination.

Industry web site Word-of-mouth related head Zhang Jinning told Beijing Business newspaper reporter, for the traditional household appliances industry, the internet era of change is subversive changes in the industrial Revolution, the formation of economic patterns and growth patterns. The characteristics of openness, virtuality, interactivity, equality and sharing of the network environment make it possible for people to communicate with each other through the Internet and anywhere in different geographical range, the resulting shortening of space and time and the reduction of transaction cost make a great change in the business environment. Traditional home appliances manufacturers are also facing unprecedented challenges.

"We initially thought that the new round of color TV industry reshuffle is still driven by technology, but in fact the changes in the marketing model will dominate this round of shuffle." Although the state of the home appliance industry to stimulate the favorable policy has been withdrawn, but TCL this year still have confidence in the second half of the peak season market to the rise of the goal of the city. "Shanyi said.

Beijing business newspaper reporter Kim Cho-li