Millet TV 2: Looking at market strategy from product definition

May 15 14:30, millet company held a conference in the National Convention Center, this time released a new 2-generation Millet TV products, as well as Millet tablet computer products. ”

The reason why the use of such a news broadcast as the beginning, in fact reflects a lot of various ways to watch the press conference of the Voice of netizens, the release of the TV products are not so excited and screaming (gold wrong knife teacher sorry ah and your opinion is not quite the same, you go on screaming your, After all, millet has been fast for six months did not launch the price is four-digit products (remember correctly, the last should be Millet 3 mobile phone, Millet TV 2 price and the previous generation of products compared, unexpectedly also appeared 1000 yuan of soaring, I believe everyone at the scene to see Rebels play 3999 this price , all in a sneer: still use this recruit Ah, the next page is 2999, right? Is there a new routine?

But unfortunately, such a good thing did not happen, the price is still fixed in the 3999 page ppt, the whole audience this is really a riot: millet, the second generation of TV is not very small, with what more to 1000 yuan!

From the various decision-making behavior in the history of millet, rebels should not lack the heart also not to get Alzheimer's age, he should be able to clearly understand the second generation of product price floating 1000 yuan will mean anything, so for us, It is also necessary to think carefully about this question: what is the reason that millet makes TV like this? Before we get to the answer, let's take a look at some of the changes in the product definition.

First, use the 4K screen.

Don't want to waste your breath again and again explain the value and inadequacy of the 4K screen, interested readers can go to the @ Intelligent Television industry Observation team of an article, "4K, smart TV future important development direction" (HTTP://WWW.HUXIU.COM/ARTICLE/30890/1. HTML) text has been fully elaborated, then why do millet to do 4K? In fact, I think finally summed up to 6 words: Look at the future, not lagging behind. The TV industry has a very interesting feature is that the hardware is usually in front of the content, a typical example is the three-dimensional, this time the 4K is no exception. Although there is now a global range of 4K content of ornamental value (have readers asked what is the value of the 4K content?) It's not easy to say, but if you're willing to watch teenage ducks every day, then go ahead. Plus it's a two-digit level, but it doesn't prevent the 4K video coming in the near future, as Bill Gates said, "We always overestimate the changes that might happen in the next two years, But it underestimates the likely changes over the next decade. "TV as a durable consumer electrical appliances, the life expectancy should be more than 5-8 years, as consumers of television products, some patience accompanied by 4K content growth."

Second, the main chip switching.

For a smart TV, if the evaluation did not mention the chip platform scheme, it should be said that such evaluation is bullying. Compared with the first generation of Millet TV, the biggest change on the hardware platform is not to continue to use the Qualcomm program, but instead to MStar 6a918. In fact, not only millet, also in the first generation of products using Qualcomm Solutions Lenovo and Le Vision are also in the follow-up product choice to give up Qualcomm, for such a choice we think from the point of view of cost or partnership is not necessarily the main factor, more important reason is because the choice of Qualcomm solution means to choose Qualcomm Main Chip + Independent TV Chip "1+1" scheme, in the implementation of certain functions of the two chips to use UART between the communication, which means higher development difficulties and technical risks, and the use of a single solution will not encounter these problems. With the traditional TV chip industry manufacturers gradually increase the support for intelligent television, with MStar 6a918 as an example, the four core and the h.265 compression technology support has been very good proof of this, Amlogic and MTK has also been in their own follow-up product planning layout, For the rich TV chip profits will not be easily ceded to Qualcomm and other manufacturers.

Again, Soundbar and subwoofer become standard.

In fact, for television, the subwoofer and soundbar are not new things, the key is how to sell the law: Go to the TV store to see, there are few standard Soundbar products for sale, most of them as an option, that is, according to the needs of users to buy alone. In addition to our surprise, according to a deep throat of millet revealed that the subwoofer and Soundbar is not the use of pickup existing products after labeling implementation, but combined with millet for sound effects of the requirements of a new open mold design and will be used as a standard accessories for sales, taking into account the patent and open mold and other costs, This piece of the overall BOM cost increase can be a huge impact, for this money is cost-effective, the scene noisy environment and our fungus did not give an accurate answer, want to understand this need to be more close to the family living room environment experience space to personally try to listen to, Or ask the Millet user Experience team to conduct a double-blind test and give a reliable report.

Finally, the appearance design ability has the promotion.

Do not want to put Millet TV 2 and an Internet video company's products here for comparison, otherwise it will trigger a curse war, first and the first generation of products compared to see. If design style is a matter of opinion, then the appearance ability can be resolved with the naked eye: The second generation of products has a noticeable improvement in the sense of delicacy, from the details of the TV frame can be very obvious to see this (I'm sorry the poor photography technology is completely unable to support this argument), Another new base design also replaces the Prophase product pickup design, more can match the whole design idea of the television.

Now is the time to shake the baggage: what is the purpose of millet doing TV? The answer is also very simple, that is to return to the TV source, continue to do the same as the TV to do the Millet TV. Sounds a little clumsy, doesn't it? To read this sentence, you need to explain what TV is doing now.

About 3 years ago, the advent of smart television, the Internet video site for the first time with the traditional TV manufacturers have contacted, it is from this time, the Internet video sites to rush into the same market, scrambling for the purpose, Just want to give their content to add a display space (to put it bluntly is to continue to carry out the enclosure movement), and some of the more aggressive means of a division is rolled up their sleeves to decide on their own, directly to their content with a screen. In a word, the concept of content on intelligent television was restored to the master. And is still in the same mentioned in the millet inside deep throat chat, there is such a sentence I was very impressed: "Millet need to think clearly, if there is no content, television to do." "We know that starting with the Millet release box, millet box and even millet TV content in a relatively scarce state, in order to solve this problem, from the external cooperation is the first and the thunder of the gossip constantly spread, and in the millet eco-chain support and millet mobile phone multi-screen interaction and millet router equipment synergy, Chuan a moment also did not stop for the content of the chase, can imagine that millet will soon enrich their content reserves, but this short board is to be filled up before, will do nothing?

Of course not.

As a smart TV, online video services are just a part of the content, the more important basis is to make themselves a qualified TV, which is why the new millet began to emphasize the appearance of manufacturing technology, as well as the cause of the sound effect: This is the internet manufacturers have been criticized by the short board, Also happens to be the traditional TV companies for a long time advantage, especially the sound effect of this aspect, can be said to emphasize the audio-visual experience of the Japanese and Korean manufacturers to challenge the beginning.

Millet TV 2 of the estimated sales, according to the explosion of millet internal caliber has more than million, and want to achieve this goal only from the existing user groups to explore is far from enough, must find ways to open up a broader market, which means that Internet TV Enterprises to enter the traditional TV enterprises to the reservation to play a warfare; At this time to look back to see the strategy of millet, it is very clear: the first generation of products in the experience to lay a good reputation, but also a design of rapid trial and error and software and hardware to accumulate experience in the process, The second generation of products will become the main force to rob the market share, not only rely on the existing electric platform (Millet network) to continue to explore sales in rice noodles, more importantly in the traditional television sales areas and other television manufacturers to carry out a positive competition.