Who does the music-vision model subvert?

Micro-signal: Zhang Jianseng

The more clearly the competitive landscape of smartphones and tablets is now, television has become a new focus of contention; in July 2013, the music video group, Foxconn, Innovation workshop and other joint investment in the music video television officially on sale, although not the first smart television, but the super TV with its price and performance advantages received by consumers recognition, 10,000 units X60 49 minutes sold out, create and industry sales records; According to the 2013 online retail list released by Iris, le-View mall ranked 27th in sales of 540 million yuan.

Music video on the market at the beginning, it will be its own brand slogan positioning in the "subversion", and from the development of the entire industry, smart TV may be just the whole chain of a carrier just, music to see what is "subversion"?

Why is the video TV selling?

Intelligence has become one of the most basic concepts in the present. From PC computer to notebook computer, and then to smartphone, tablet, the internet age hardware upgrades faster and faster, the scope of the spread is more and more wide, intelligent equipment is accompanied by the social needs of people and constantly develop; video TV is in such a big background of the emergence of , such as electric quotient, mobile interconnection, app application, etc, have added chips for the popularization of intelligent terminals, in the mobile phone, the tablet market is divided by the major giants, the possibility of a piece is very low, and in the entire intelligent terminal Market, smart home is a blue sea, TV is undoubtedly entering the forefront of this market products, Television is an essential product of the living room; due to the product attributes and user behavior habits, traditional TV has been on the decline, according to a report published by Xinhua, traditional TV has dropped from 70% to 30%;

Unlike traditional TV manufacturers, le view this choice of the electric business mode of operation; Although the proportion of traditional TV sales channels is more and more large, but offline channel is still the main body; with the success of the Millet mobile phone, the mode of music is rapidly spread; the pattern is not the most critical factor, The key factor is that music sees a hitch in the electric dealer's car, as we all know, the electric dealer to the traditional retail one of the biggest impact is the price, millet mobile phone is also so, music view the price card is the biggest hit on the traditional TV, according to the music Mall in the sale of products, its 70-inch TV MAX70 price of 8999 980, that is, 9979 yuan, the lowest price of the product is S40air 999 980, that is, 1979 yuan, medium price of the x50air price of 2979 yuan, the traditional TV manufacturers of similar products at a price of more than 3000, and music video competition The most direct millet TV 2S 49-inch price of 3999, in the transmission of low price impact of the industry background, music to the blank and price to obtain sales promotion is also the general trend;

In addition to the above two points, content is also indispensable to the nature of the network as early as the 2010 landing on the gem, video content is the main products music network, and intelligent terminals are complementary to the application, all kinds of app tens of thousands of apps, has become an integral part of intelligent equipment, not many developers have brought huge benefits And television, the content is an "APP", music video television has the natural resources of the network, can be a large amount of video content implanted into the smart TV, from its products bundled sales can be seen, music video on all products are attached to the 980 yuan two-year video content service fee, On TV, you can watch all the video content of the music network, which is not the advantage of other TV manufacturers.

What is the "subversion" of music?

In the music video TV selling behind, is actually the internet industry once again change; to hardware terminals as the carrier, the Internet is extending tentacles to all levels of people's lives, home, mobile, office will become the Internet intelligence position.

According to LE-Vision, TV is just a carrier, le Vision is designed to create the ecological circle of music, the theme of this ecological circle is life, with the music as a starting point, the rapid occupation of the living room market, to the living room market continues to extend to the intelligent home of other areas, to create a fully intelligent family living environment, At the same time, home intelligent terminal as a platform for electric business, the consumption of living products implanted in the music group, in addition to the le-View mall and the music and video pictures and network Wine network, le-view film main business is the movie investment, net Wine network main import high-end wine and agricultural base (its in Shanxi Linfen established agricultural base), The latter will be the vanguard of the group's foray into consumer goods.

Fundamentally speaking, the mode of music is the "hardware content of the electrical quotient" of an industrial chain closed loop, in the whole industry chain, le Vision still faces formidable challenges; in the hardware field, smart home has been the major giants aimed at, Jingdong and Baidu jointly launched a variety of smart home equipment, traditional TV manufacturers are also in and Internet enterprises to seek cooperation, Tcl hand Archie Art together to create intelligent TV, other TV manufacturers are also constantly adjusting the price system, the price advantage of music is disappearing; in the content, the combination of cool potatoes, but also received the injection of Ali, Archie Art and PPS by Baidu Revenue, pplive into the embrace of Su ning. The competition in the video field is even more brutal, the music of the solo fights appears to be alone in the video field; According to the May 2014 PC video market share data released by Eric, Archie Art, PPS playback time total accounted for 22.1%, le Video net to 9.95% of the share in the 6th; The present layout of music is still deficient, product is too single, to life as the theme of the industrial chain needs to integrate the electric business platform, and the music is obviously no financial resources and ability to establish in the short term and jingdong, cat or even a shop, I bought a network to match the electric business platform, So to rely on television as a starting point of the strategy to achieve a great difficulty. and music video and video network services bundled with the practice of the listed companies to carry out the interests of the suspect, but also to consumers brought a bad experience; video business to consumers, tend to free, if the annual sales of music television to 1 million units, Then the video network can get 490 million yuan income (980 is a two-year service charge), 2013 video network operating income of 2.361 billion yuan, of which members and the issuance of business income of 834 million, compared with 2012 17.9%, has been a marked weakness. The cost of bundling with the video will significantly increase the revenue of the video network.

From the market demand, PC, traditional TV has been the impact of mobile intelligent terminals, although smart TV to create a new business model, but as a living room resources, the television audience obviously and mobile intelligent terminals. In the family scene, the demand for television is shrinking, the audience also tend to the elderly and young children, as the main use of intelligent equipment, young people's demand for TV is less, even if the music video can preempt the living room market, its content and application to obtain a large area of use of the probability is also relatively low; more importantly, The lack of operability of intelligent TV, shopping, games and other applications are not very convenient, a single remote control to make the shopping process become complex, but also reduce the frequency of people use.

Although the music is complementary to the blank of intelligent TV, but the huge industrial chain layout will become a heavy burden; from the model, the so-called ecological circle construction will not be like the electric business model to subvert a certain industry or people's way of life. In the case that the user group cannot expand, the large-scale promotion of the video TV, will even affect the video network itself on the PC side of the use of the risk of the right hand and the Bo, the starting point is very good, there is a lot of market space, but in the implementation process needs to be able to fall to the strategy, in any link to achieve absolute specialization, So as to get the space to live.