"Box" becomes the new darling of consumption, and the TV box is not "cheap"

Since 2013, a “battle for the living room” has gradually warmed up. After the smart TV brought many surprises, Xiaomi Box, LeTV Box, Tmall Box, PPBOX, Red Ray Box... all kinds of Internet TV set-top boxes also appeared on the market and staged a fierce battle with eye-catching players. The promising market has attracted the traditional household appliance companies. Skyworth, TCL, and Huawei, a communications company, are just around the corner. They hope to get a share from it.

"I have heard many of my friends recently mentioned this type of TV box. I want to see what I watch. Compared to the more common advertisements of commercials, this kind of box is more arbitrary and suitable for us as young people. Personal feeling is more suitable for our diversity. "Demand is demanding." Li Jie, who lives in the Paradise West District of Pinggu District, Beijing, said that he originally wanted to buy a smart TV, but when he picked up, he learned about the TV boxes of various brands that have been hot recently. "Compared to a smart For television, a box is cheap and you don’t need to eliminate the original LCD TV in your home. It can be said that it is more efficient.”

“Before you really know what the box is for, you know that companies like Baidu, Thunder, Youku or even Sina, Alibaba, which have nothing to do with television, have started to launch their own box products with cheaper prices, in addition to Xiaomi and LeTV. It was only specifically to understand.” Chang Wei, a freelancer, said that this “box” was originally an Internet set-top box. “In addition to movies, TV dramas, variety shows, and animation channels, I can still shop through boxes, stocks, and games.” Ordinary TV is connected to the box to become an authentic smart TV, and a box is only one or two hundred dollars, and it feels particularly cost-effective. The movie no longer has to hold a mobile phone to watch online."

Use "renew"

According to the incomplete statistics of an e-commerce website, at present, at least hundreds of enterprises have launched network set-top boxes to seize users' TV screens, and the prices mainly range from RMB 200 to RMB 500.

Yang Xing, who works at a state-owned bank in Fengtai District of Beijing, told reporters that the TV box used by her own home is sent via broadband. Although there are many resources, many programs charge fees. “At first it felt that each time the cost was not high, but it was barely acceptable. After all, it was a gift, and it also felt that it was cheap. However, the service fee for one year was three or four hundred yuan, which really surprised oneself and their family. So later it was useless.” Yang Xing said that the new movie, high-definition video resources, some sports programs, and drama series have to be charged. “Especially when you see the key areas, you see paid tips and you always give I feel like a robbery."

“I like these high-tech electronic digital products, so I’ve been very concerned about the box. I remember that when this Internet set-top box first appeared a few years ago, the price was very high, a few thousand pieces. At that time, it was tempting, but considering a lot of evaluation Reflecting the instability of the signal at that time, the technology was still waiting to be improved, and I wanted to wait and see. Now the price of the box is so much cheaper, but I still haven't bought it myself.” Digital enthusiast Yan Hui told reporters that friends around her purchased similar items. TV boxes, despite being cheap in the market, are often subject to charges in use. “Many box manufacturers now have sales models that in addition to the price of the box itself, there are service charges, and many of the contents need to pay for viewing. Think about it, so powerful video resources, two or three hundred pieces will be sold to you, where do they make money?"

Buy box focuses on "content"

“There is a lot to see for the moment and their own sales, but in fact there are indeed a large number of consumers who only pay attention to the market price of the box at the time of purchase, and ignore the specific criteria for the content and charging of their use.” Deng Zilong, an industry insider of the website, frankly stated that in many consumer perceptions, the functional resources of different brands of Internet set-top boxes are similar, but in fact, the most important purchase indicators for box products are content and resources. “In accordance with the relevant regulations of the State Administration of Radio, Film and Television, manufacturers of internet TV set-top boxes can only cooperate with the seven integrated platform providers who have obtained licenses to launch products. Therefore, the regular boxes sold on the market can play content. In fact, there are only two channels, one is the content provided by the licensee, and the other is the content of the set-top box manufacturers owning the copyright.The agreement of different set-top box manufacturers and licensees is different, and the contents provided are also different. Consumers must buy before the purchase. Understand clearly."

In addition, Deng Zilong also suggested that, in addition to the choice of video resources, the hardware conditions of the set-top box also directly affect the consumer's operating experience, "such as the length of time required to boot, mobile phone APP startup speed, video decoding capabilities, just like using different Like mobile phones, the operating experience of different boxes has a big difference, so try to personally experience it before buying, and understand the rules for the collection of follow-up service fees in a timely manner so that comprehensive consideration and choice can be made.”

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