Lone wolves are in droves! The present situation and future of Internet TV

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This year, the music, tte Archie Art, Millet, Skyworth-Ali of the successive release of internet television. It is not hard to see that the four production models can be divided into two categories:

One is completely independent of the traditional TV manufacturers of internet players: The high cold music is the formation of their own industrial chain, accustomed to make users scream Millet is transplanted mobile phone manufacturing and promotion experience. The difference lies in: The music can produce content, is the Internet content to content + hardware business transition, and millet does not produce content, is the Internet hardware business model from left hand to right hand.

The other is the Internet player who works with traditional TV manufacturers: Archie combined with Tcl, and Ali joined Skyworth. The similarities are rapid action. Le vision, millet from inspiration to product release needs more than a year, and Archie art, Ali combined traditional hardware from flirting to happy when dad is only a short period of less than three months. The difference is that Archie art and TCL Equal cooperation, and Skyworth and Ali's cooperation with the hardware business breath.

Below, we excluding dazzling hardware parameters, operating system, content and other factors as the main indicators, to examine the strengths and weaknesses of the home and the future trend of the entire industry.

The pros and cons of each family

Millet。 The advantage lies in the brain-brainwashing PR and propaganda accumulated a large number of fans, very strong cost control ability to create a killer low price, while Millet has a well-known MIUI design, app application More, the future Mios worth looking forward to.

The flaw lies in: Millet brand consumption positioning has been resident in the "Cock Silk machine" grade, need to upgrade the brand level; the internet TV industry, which is the king of content, is a typical hardware producer, while Millet itself has not purchased or produced copyrighted content, and the audio and video resources are entirely from CNTV, Content difference is not in place; the hardware price war is not a long-term solution, and the profit point is very uncertain, once the more brutal "price butcher", then the future of millet TV worries.

Music vision. The advantage lies in the relative integrity of the entertainment industry chain, besides the audio-visual content of the cooperation license party CNTV, its own audio-visual resources and app are rich.

The drawback is that the concept of patterns in CP2C is too complex (to explain the concept, it is better to put to the crowd research, not as simple as easy to understand millet, in marketing instead of their own hands and feet, in addition to the Internet content is generally free, learning Netflix to train users to pay will be more difficult, this is the greatest test.

Tte Archie Art. Similar to millet, Archie art advantage lies in the low price attack, the content in addition to the licensing business galaxy interconnection of audio and video resources, but also add Archie Art and PPS copyright resources, and permanent free.

The problem is that the current Archie arts content production capacity is still weak, most of the copyright content also need to buy from the pocket to play free, profit model is not clear. At the same time, Tte Archie Art TV provides iqiyi inside packaged services, but not as a selling point, still do not take off hardware manufacturers thinking.

Skyworth-Ali. The advantage lies in the integration of the most content, hardware work is also better, and Alibaba finally with the help of Aliyun OS to achieve the shopping app implantation, further realize "Taobao everywhere" infiltration.

The drawback is that Skyworth-Ali TV is still not out of hardware thinking, and attempts to use Low-cost hardware warfare and millet music as close to melee to win the market, cost and success are unpredictable. And Ali tries to cultivate the user's TV shopping habits, but ignores the privacy of online shopping-can you imagine sitting in front of the TV with elders or juniors to buy underwear or inflatable dolls?

In addition, from the published products, the future of Internet television in the design and improvement of the UI will still be promising. Details such as: ① simplify operations: such as menu levels need to be optimized; ② interactive experience improvements such as improving the virtual keyboard input experience for wifi passwords; ③app quantity and Quality improvement: if you work with developers, put in enough and better quality apps in the App Store, To make up for the homogeneity caused by the hardware similarity, and to establish technical barriers.

But internet television, which has been ridiculed by traditional television makers and observers, has been a lone wolf. How will this affect the existing television industry? Here are some trends in tiger sniffing:

TV makers increase

Technology drives the Industrial revolution. Although the "Internet TV" by the traditional manufacturers think is the concept of speculation, but currently music, millet and other four products have launched the first wave of domestic internet television. As the market matures, rumors of Youku's Potato TV, popular television and more other video sites may be undeclared, combined with the defense of traditional TV makers working with internet companies, the internet TV industry will soon become a Red sea in the next year or two.

Hardware price war replaced by content experience warfare

Each new player will make a fuss over the hardware, but the pace of hardware improvement is not enough to support the new player's low price strategy. As a result, manufacturers are either hovering over the bottom line, using content and advertising to squeeze their meager profits, or simply learning about the smartphone sales model-"pay the annual fee, send the TV", achieve hardware free, content charges. In short, price tactics will soon pass, only hardware-only enterprises will be eliminated.

Most Internet video dealers with copyrighted content will imitate Amazon+app store mode, hardware 0 profit, audio-visual content app pay eventually become the mainstream profit model. Due to the limited number of licensees, audio-visual content differentiation will be the future of Internet TV is a big problem, the scramble for app developers will soon be launched. In the long run, the remote-control human-computer interaction will turn to body sense.

Of course, even though the cheaper strategy will soon be phased out, Internet TV pricing will remain low, and when prices break through the consumer's psychological bottom line, television will no longer be a "big home appliance", and will also dramatically increase penetration and frequency of change, as today's phones do.

Traditional TV makers: the Demise or the palace

Internet TV to "internet Gene" and "Avantgarde", "Low price" for the selling point of speculation, so that traditional TV manufacturers caught off guard. Under the onslaught of Internet television, the future of traditional TV manufacturers have only two choices: to cooperate with internet companies, quickly transform into competition, or choose not to co-operate, in the feeling of not good in the market to watch their own market gradually shrinking.

But shrinking does not mean outright disappearance: in the short term, internet-set-top boxes continue to be sold, making it more likely that traditional TV makers will still have time to breathe. In any case, their once-productive and profitable models will be gone.

Licence Maker: Selling licence thirst

With the current policy of Internet television licence unchanged, more and more Internet enterprises to join the competition, will make only 7 of domestic licensees benefit, of course, the content utilization rate is high, protection fees are also more, does not mean that no pressure-the licensing business also need to be vigilant to repeat the telecommunications operators "pipeline" mistakes, to prevent their hardware business (set-top Be squeezed by the Internet, become content control distribution platform and inaction.

TV: Regret supporting the separation of the system?

Influenced by the further increase of the penetration rate of internet TV and set-top box, the survey method, such as CSM, is expected to be accelerated, and traditional satellite TV's attempt to influence ratings by polluting user samples will be negligible. In the industry also generally to audience ratings as the standard of advertising, the real data fear to make some TV's survival environment more difficult.

Multi-screen interactive function, the Internet audio-visual, game content to join, will improve people's boot rate. But the internet TV is not necessarily the gospel of traditional television viewing, the increase in probability can not greatly improve the ratings: on the one hand, consumers may be just for parenting and playing internet games to turn on the television, on the other hand consumers are more willing to watch quality video, and their sources are not screened. The gradual rise of homemade dramas will also divert part of the audience. The TV stations that supported the separation of the broadcasting system, did they regret it?

Internet enterprises to "Ke Qin Wang's heroic" trend into the television field, will profoundly change the home Internet terminal market. In the foreseeable future, the traditional TV maker unwilling to change will "laugh and then wailed", and for traditional TV, the real "hard times" will come soon.