Shawiding: The essence of Internet TV is electric business

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Selling hardware or services, relying on value-added mode or advertising? Internet TV has been growing fast for nearly 2 years, but it still fails to give a clear answer to the business model.

August 13, Shawiding chairman of the "China Internet Television Development White paper," announced that the company will be fully layout video TV electric business platform. It is the first Internet television company to put forward the concept of video-electric business.

Shawiding said that the number of users who currently activate and use the content service of the high quality of the HD TV is over 15 million, and it is increasing by tens of thousands of every day. In addition to the simple purchase of film and television dramas, such as video content itself, how to activate the hands of home users, including the best of all the Internet TV company's problems.

How to position the good punk music?

2013, the advent of two new products, millet box and video TV, so that this year to become the real Internet television. The former allows users to convert ordinary TV to smart terminals at very low prices, to achieve high-definition video on demand, the latter is directly innovative television itself, built-in intelligent operating system, and prices far below the same size TV.

The advent of these two products has greatly accelerated the popularity of intelligent television. Millet and music, the two new Internet brands rely on low-cost strategies to break in, stirring the Chinese television field of the five major power products (Hisense TCL Changhong Skyworth) + Foreign brands competition pattern.

Television has long been a one-time business, and users will rarely pay any other fees after they buy it. The reason why Millet and music is willing to lower prices is because they hope to rely on the future of the business model to profit, to make up for the low cost of hardware losses.

In the case of music, when users buy video Super TV will be bundled sales of one or more member services, member users can enjoy high-definition movies, exclusive TV dramas, sports programs and so on. Once the member expires, the TV can be used normally, the user can point to see the low definition of the program, but enjoy the long time HD movie users how to endure the low-Qing film, most of them will renew, which makes music as a follow-up revenue.

In Shawiding's view, the Internet television to the cable service to reach the user's channel has changed dramatically, before the cable network company + 30 million IPTV users, now in radio and television and telecommunications, TV manufacturers and set-top box manufacturers have also been involved in the television industry channels to build.

"However, the operation of such a channel is not good for traditional TV companies, as a traditional manufacturer, to build a video content transmission network, build a complete user platform and payment system, purchase content copyright and business content, these are undoubtedly a huge problem for them, The major manufacturers have to choose Partners in the Internet field, which is precisely the positioning of the gifted, the service of traditional TV companies, to help them fast Internet. "Shawiding said.

The profit model turns to the electronic business

As an important exploration of the TV business model, although the concept of Shawiding TV platform is introduced, it is not willing to be interpreted as the Taobao on the TV and the Beijing-east. "This layout has already been studied and proven in the interior of the gifted, and has been established at the beginning of the company," he said. Refer to the electric business, we may first think of Taobao, Jingdong and so on, this is only the narrow sense of e-commerce concept. ”

In Shawiding's view, whether it is the Internet TV or the box, the television based on all modes can be summed up in the "TV power quotient" mode. Television users have the greatest need to watch video programs, and movies and TV dramas themselves are commodities. That is to say, video is the most basic product of TV's electric quotient, even if it can be said that there are only two kinds of goods, video and video.

"The whole ecology of the TV is through video content, attracting a lot of traffic or eyeballs, directing all kinds of goods, which can be paid video or physical goods, which is the essence of TV business model." Shawiding said that in this industry for so long has finally been the essence of television restore. "Now need to clearly tell the market, the nature of the Internet TV business form, it is neither hardware sales, nor other, can not fry the essence of speculation changed."

In Shawiding's view, compared with the traditional electric power quotient, TV has two obvious characteristics:

The first is the family. "TV dealers" and the traditional power of the target group, the TV is very clear to the family market, which means that not all goods are suitable for sale on the TV, only the very strong family properties can be rooted in the platform to Sprout.

The second is video. On a TV platform, a high level of scene association can be formed. For example, the user looked at the "Chinese on the tip of the tongue" may immediately on the appetite, resulting in purchase demand, if you can immediately recommend these products to users, you can produce a large amount of purchase.

Will push the good friend shopping platform

Shawiding describes the scene: The living room, the family is watching the Hollywood blockbuster "Transformers 5" in front of the internet TV, because the owner of the first time to buy the season in the summer of all HD blockbusters, the formation of a consumption. The 4-year-old son, pointing to the "bumblebee" on the screen, was clamoring for a toy car; The male master picks up the remote control, switches directly to the TV electric quotient platform, selects the commodity, the on-line payment, completes the purchase.

It is reported that gifted friends have started the relevant shopping platform research and development, in addition to the diversion of traditional electric power, you will also introduce some of the self-employed goods, their own responsible for product logistics distribution and after-sales service link, has begun to the children's products for trial operation.

In the future, there are four kinds of commodities on the line of the online shopping platform: 1, the regular video content itself, 2, the products appearing in the video content, 3, the goods associated with the video content, 4, increase the sales by the user flow.

At present, it has been in the advertising monitoring layout, and Nelson reached a cooperation to carry out the Internet television audience research. Shawiding said that at present, gifted friends in infrastructure construction has been completed, the next step is the rapid expansion of terminal partners, the current full platform of active monthly home users around 3.5 million, is expected by the end of this year, active household users will be more than 6 million households.

"The commercial nature of Internet TV is the TV platform, with the characteristics of family, entertainment and video." The OTV business model will gradually derive a variety of business models in a stable content charging mode, and finally create a complete ecological chain of TV electric platform.　　He said at last. Sina Science and Technology Nan