Smart TV has not matured into user's preferred

Users have bought smart TVs and have no rich content. Recently, Xiaomi, Leshi, Hisense, Skyworth and others have set off the air-to-air battle for smart TV content.

The focus of TV manufacturers' topics has finally shifted from hardware upgrades to video content. Is the integration of public network content, or is it made by oneself or copyrighted purchases? Is the cost of using video content based on the annual fee, or is the bundled hardware content free, or is it paid for by a single video? The color TV is connected to the Internet, which content is stronger? Can users get in a cost-effective way?

Millet, LeTV's air-to-air battle, "rip" the many behind the color TV industry, it also allows content to become the color TV manufacturers to attract users of the core competitiveness.


Combat

Millet music air combat

Firing the curtain

The color TV market was spoiled by Xiaomi. On June 15, Wang Qiang, co-founder and vice president of Xiaomi’s TV business, publicly exposed the unspoken rules in the industry, spoke to another smart TV maker LeTV, claiming that the thousand-inch 40-inch TV in LeTV’s promotion was a marketing gimmick. Can't buy it at all. And consumers must bundle an annual fee of 980 yuan for two years to watch the video content. After consumers purchase it, they also have to suffer from advertising harassment. If you do not renew, you will be bombarded with a renewal reminder.

This all comes from the earlier one of Xiao Jun’s founder Lei Jun’s words. “Our content is twice that of our friends.” Then Jia Yueting, the chairman of the company’s LeTV, and LeTV, made counterattacks. The former said: “The millet did not To understand the true ecology, its content is not self-contained but loosely federated. It is not at a latitude with LeTV."

Wang Chuan said that in 10 years, the actual price of a 40-inch LeTV is: a one-time purchase of 2,079 yuan, plus 8 years of annual fees, a total of 5,990 yuan, in fact, the equivalent of a millet Three times the 40-inch TV. In addition, the boot 20 seconds of advertising, bundled purchase of a total of 980 yuan service fee for two years, after which each year has to pay 490 yuan, but to see the NBA live consumers have to pay again.

“LeTV took out the Internet to obtain video content without copyright,” said Wang Chuan, facing policy risks. According to the reporter's understanding, according to SARFT's "Document No. 181", all Internet TVs or Internet boxes must be connected to a single broadcast control platform. TVs and boxes cannot directly access the Internet.

On the contrary, LeTV also “tears” the insider of the TV – indirectly admitting that millet has a lot of TV content, but “a lot of content is fragmented.” “The millet's full fee content is based on a single piece of 5 yuan, which requires 16245 yuan, which is also based on 2 yuan. yuan". In response, Xiaomi counterattacked that only 6 of its 40-inch TVs were film trailers. The total of only 5 yuan movie charges is 71 films, and most of them are films that have just been released by the cinema.

As to whether the content is illegal or not, LeTV has not been able to state its position.

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The eye is sucked away

"Millet's tearing each other, let everyone see the Internet TV manufacturers 'low price' behind many of the tricky, not as good as directly choosing the big brands of color TV more peace of mind." Preparing for the public TV Chang said that in fact, smart TV is now the mainstream color TV Manufacturers are not convicted of certain non-millet music not to buy, not to mention "buy TV but also snapped up, too curious."

The reporter interviewed more than 10 people randomly and learned whether it would be hesitant to purchase smart TVs now. Xiao Gao, who is engaged in publishing and editing work, believes that ordinary TV + boxes can achieve the same functions as smart TVs without having to specifically change the camera.

According to Huawei, a telecommunications industry official, operators have launched broadband-based IPTV services. With broadband/4G services, rich video content can be obtained free of charge, and it is not a non-smart TV.

However, Chen Sheng, who is engaged in the app production business, predicts that smart TVs will become standard as smart phones in the future. But he also bluntly said that in the short term, users will choose Samsung, Sony, LG, Hisense, Skyworth, TCL and other brands to buy TV.
Do not look at millet, music as fierce, in fact, their sales accounted for relatively low. In 2014, LeTV only sold 1.5 million TV sets, and millet TVs only had 300,000. Last year, the total market sales were about 46 million units, and the market share of the two companies was only 3.9%.

"Xiaomi LeTV is a peer, I don't comment much, but Lei Jun said on Weibo that Xiaomi's smart TV sales are number one. I feel very uncomfortable in my heart. If manufacturers are telling the truth, there are not so many things that consumers can't understand. , How much can save cost of sales." June 16, Zhou Sheng, chairman of Hisense Group, said in an interview.

The previous day, Hisense had thrown two 10 million smart TV users 10 million. Hai Shiyun CEO Yu Zhitao stated that Hisense TV users had exceeded 10 million to become the first channel of content distribution in the era of large video.

Skyworth’s chairman, Wang Zhiguo, said that the aggregation of massive content is actually not a particularly high threshold for terminal manufacturers, and it is difficult to become a key indicator for measuring core competitiveness.

trend

Content aggregation will become the user’s first choice

Although users still choose traditional TV manufacturers for TV shopping, the future will become more diversified.

According to Zhang Yanxiang, CEO of the streaming media network, diversification reflects two things: First, whether the hardware can enter the home and allow users to look through the terminal. Second, your content will not attract users. "I think the core competition in the future is content. The same movie, Xiaomi gets it, and LeTV does not. The user wants to see it. If he doesn't, he may transfer it." However, he also admitted that content gathering and differentiation are not overnight. Achievable. This is also why, after Xiaomi announced that the content was twice that of his friends, LeTV quickly responded.

The reporter was informed that the replacement cycle of Chinese home TV is 6-8 years, and the box type that has just started may be faster. Users will choose more content, but the "content is king" will take several years to come. Not to mention the time of the color TV replacement, it is said that Xiaomi's single-chip billing and LeTV's fee-bundling model is not unique - in the era of third-party apps flooding the Internet, only a third party video is installed on the smart STB. App, you can "free" to see the latest hot video resources. Or, on the smart TVs of traditional color TV manufacturers, install movie and television apps. All contents can be integrated. Why pay an annual fee?

"From Xiaomi and LeTV, we can see that the trend of '90' after purchasing Internet TV is irresistible." Mr. Chen believes that smart TV itself is not yet mature. Mobile phones and tablets can be online for 24 hours and are easy to carry. TVs can hardly do this.

If TV is used as a supplement to the multi-screen era, users will have to completely link the TV, computer and mobile ecosystem. This is still far from enough. Only when the smart hardware matures, the decisiveness of the content will emerge.