"Super TV": Another agitation of millet mode?

Lei-built Millet "super hardware + direct" model now has new believers, in the second half of last year began to hype the music network Brewing "Super TV" finally surfaced in early May, a time, "platform + content + Terminal + Application" of the so-called ecosystem will subvert the voice of traditional television. From the capital markets and brokerage research reports, le View the launch of the "Super TV" prospects appear to be extremely optimistic, the past six months its share price has risen three times times, and the corresponding is Hisense Electronics, Skyworth Digital and other stock prices recently high diving, but it seems not so. Before the launch of the video Super TV, in fact, Skyworth, TCL, Hisense and other traditional color TV companies have also welcomed another golden cycle this year, the first quarter of this year, the three major advantages of domestic brands of local market sales have increased by more than 40%, and Skyworth digital shares in a short period of more than half a year also achieved doubling, The biggest pull is also the policy of energy-saving huimin and only smart Cloud TV, such as high-end products sales accounted for a big increase, and energy-saving policy towards the end of May, is the traditional color TV giant shares of the recent fall in the main reason. It is clear that the hope is to create an atmosphere of public opinion that subverts "traditional television", and that in the past many years, many giants from the IT and Internet industries have tried to get into the TV industry for gold. In the final analysis, the traditional television industry is a low profit margin of the terminal industry. In the Chinese market, several local brands in China have been fight in the blue sea of meager profit, and the reason why they can gain absolute advantage and profit in the local market is mainly its strong position and higher profit margin in rural and three or four channels, while in the first-tier cities it relies on intelligence, Higher profit margins for high-end products such as 3D TVs make up for increased costs such as access to electrical chains. Le Vision is through the cooperation with Hisense production set-top box to test the field of water, and see millet in smartphones on the "Super Hardware + direct" model has been successful, Le video network to try to introduce this model to the field of intelligent television. According to the introduction of music, its main 60-inch ultra-polar TV set Gaotong Dragon S4 Prime 1.7GHz processor, 2G memory, sharp 10-generation line Super Crystal Panel, Adreno 320 graphics processor, but also built-in LeTV UI system, covering the industry's most complete film and television play copyright library, including 90,000 TV series , more than 5,000 movies, and 6999 of the hardware price plus 490 yuan per year annual content fee, seemingly is very impact. But in the view of the color TV giants, the so-called "Super TV" is just a super "gimmick", an alleged CNTV and Foxconn, Sharp and Qualcomm's super combination, in fact, is the co-operation between Lok and Foxconn, because of Foxconn's shares in the sharp 10 generation line, coupled with Qualcomm and sharp strategic cooperation, Gou has been in the mainland color TV industry to find sharp 10 generation line 60-inch panel of the Sea, and Skyworth, Haier tried to launch a 60-inch LCD TV, but because of the 55-inch LCD compared with no price to succeed, this time to findIt is also unlikely to be successful. For the video network propaganda of the hardware department profit, the model of content profit is also faced with many policy risks, such as the policy restrictions of SARFT 81st, and although the video network boasts a huge amount of film and television resources, its content is still subject to policy restrictions, once its scale impact on the interests of radio and television operators, It also faces the danger of being stopped. Also in the channel, due to lack of physical channels of control, also unable to enter the expensive channels, Lok hope that through their own electric power channels, that is, millet, such as direct sales model to sell Super TV, but this is also difficult to work, the first electric channels accounted for the proportion of color TV sales has been less than 5%, This is very different from smartphones, and Chinese consumers have a fixed brand perception of television. Obviously, the video of the super TV from the current point of view is more like a video network self-help speculation.